Every year since 2010, the Bacradi NH7 Weekender has brought Indian fans some of the most exciting musical artists from around the world, art by unique visual creators, great food and a weekend experience that’s earned the tag of India’s happiest music festival. It started in Pune and over the years the festival has travelled to Delhi, Bangalore and Kolkata. This year, another stop is added to the festival highway – beautiful Shillong, which will kick off Bacradi NH7 Weekender’s 2015 season on October 23-24. The festival will then head to Kolkata on the weekend of Oct 31-Nov 01. We return to Delhi, for the fourth consecutive year, on Nov 28-29, and the festival culminates in Pune (Dec 04-06) and Bangalore (Dec 05-06) on the same weekend. Speaking about the festival, Manish Seth, Director of Marketing & Sales, Bacardi India said, “BACARDÍ has showcased marketing excellence across mediums through memorable and unforgettable properties. Through the last 16 years, BACARDÍ has pioneered in creating memorable music and entertainment properties in India and the BACARDÍ NH7 Weekender is one such initiative we are extremely proud of being associated with. Over the years, the BACARDÍ NH7 Weekender has grown to be one of the country’s most beloved music festivals, spanning multiple stages and multiple genres across cities with a huge lineup of incredible artists from India and around the world. In its sixth year, we are extremely excited to take the festival to a new destination, with Shillong being added as the fifth city. We look forward to welcoming thousands of festival goers this year.” Vijay Nair, CEO of OML, expressed his excitement about the 2015 BACARDÍ NH7 Weekender season: “Shillong has been a destination for the festival in our minds ever since we started this journey in 2010. The city has by far the most enthusiastic music fans in the country and to host a festival there, set in the heart of Meghalaya’s natural splendor, is a real honor for us. This year is easily going to be the biggest year in the history of the festival, and we can’t wait till fans get to check out everything we have in store.” The 2015 festival tickets pre-sale went live on July 10 and sold out by July 12. Limited special price season tickets were available to fans for each of the five editions of the festival during this time. For the first time, pre-sale tickets were also introduced for fans under 21. Limited regular tickets are now available on Insider.in. BACARDÍ NH7 Weekender has earned the tag of “India’s happiest festival” over the last five years courtesy a precise attention to detail in everything from the artist lineup, to the design of the stages, the art installations at the festival and the selection of food, et al. International artists like The Vaccines, Basement Jaxx, Chase & Status, MUTEMATH, Jon Hopkins, Seun Kuti & the Egypt Kuti, and Imogen Heap have performed for the first time in the country at the festival. The lineup has also seen some incredible audio-visual spectaculars and special sets like Roysten Abel’s Manganiyar Seduction, the NH7 All Stars, the Bombay Metal Project, reggae soundclashes and more. The festival is made for fans, and every effort is made to ensure fans have a memorable, hassle-free weekend – from the design and production of the stages, to the curated munchies at the food area, to Wi-Fi zones, brand experience areas and more. More details about the 2015 season of the Bacardi NH7 Weekender will be released soon.
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Heineken as an alcohol brand takes experiential very seriously and the same has been proven time and again through their varied marketing initiatives. From creating VIP lounges during Football seasons to launching its very own football league, from innovative installations at Coachella to initiatives at Submerge Goa projects and from pop up lounges at the London design festival to the most admired Holland Heineken house; the brand has always succeeded in creating experiences for its customers. This time at EE, we celebrate some of the best experiential initiatives by the brand as we list down 5 momentswhen Heineken amazed everyone through their experiential campaigns. 1- Heineken’s Departure roulette This one will always be remembered as one of the craziest and wackiest experiential campaigns by any brand ever. Through this campaign travelers at the New York’s Kennedy airport became a part of a roulette wherein they could change their flight to a more exotic destination at the push of a button. Those taking part in the adventurous campaign had to agree to drop their existing travel plans without knowing the new destination and immediately board a flight to the new place. Heineken booked hotels for these travelers and provided cash to cover expenses. It promoted the message of ‘drop everything’ and ‘go anywhere’ through this initiative. Many travelers agreed to take up the challenge and give up on their planned trips to be a part of this experiential campaign. This one was guaranteed to provide the travelers an experience that they will never forget. 2-Pop-up City Lounge at London Design Festival Heineken in this experiential initiative created a Pop-up City Lounge concept at London Design Festival as part of the brand’s Open Design Exploration series. The activation was crafted after Heineken responded to suggestions of what the ultimate lounge bar should look like, after tens of thousands of consumers shared their thoughts on social media platforms like Instagram and Tumblr. Twenty young designers from across the globe created the ultimate nightlife experience for this Heineken initiative. And the pop-up city lounge then became the ultimate party destination for the attendees of the London Design Festival. Indeed, no one parties like Heineken. 3-Heineken Star Cabs activation Heineken launched its Star Cabs experiential initiative in August 2014 and this initiative was designed to encourage Londoners to break their usual weekend drinking routines.Conceptualized as part of the company’s ‘Open your city’ campaign with agency RPM, the activation was executed in 30 bars across London wherein consumers who purchase a Heineken will receive a complimentary branded wallet to encourage them to take part in the experience. Participants were then asked to fill in their details and location on the activations digital web app for a chance to win a drive in a branded ‘star cab’ across the capital. The taxi will drop winners in another participating venue across town, along with a map of the surrounding area to explore. They will be welcomed by a host, served a Heineken and guided through the bar. The campaign became a raging success instantly with the success stories being circulated across all social media platforms. 4- Heineken Carol Karaoke This one is another famous experiential campaign by the brand based on the fun festive-themed karaoke booth. The brand through this campaign invited people to sing in its Carol Karaoke booth and then dared them to let tens and thousands of people enjoy their melodious and not so melodious voices with a direct live feed at various locations, including billboards at Times Square, in NYC cabs and big screens at a NBA basketball game. Karaoke anyone? 5- John Smith’s creates beer-shaped star constellation The last example in the list is not by Heineken directly but a brand under its umbrella. 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. Now this is indeed experiential at its best.
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Dalda Edible Oils has this year made an impactful presence at the Jagannath Rath Yatra. The innovative concept of ‘Bhajan se Bhojan Tak’ and various experiential activities planned by Dalda around the Rath Yatra celebrations were conceptualized and executed by The Brand Brewery and witnessed tremendous audience response. This year being the year of Nabakalebara, around 15 lakh devotees attended the Yatra to witness Lord Jagannath’s majestic journey from Jagannath Puri temple to Gundecha temple on a Rath. As the symbol of India’s heritage and the prime ingredient in most festival dishes, Dalda conceptualized a unique initiative ‘Bhajan se Bhojan tak’. Dalda created their stall at Puri where a mixture of uncooked rice and dal was packaged in Dalda branded bottles and distributed amongst the devotees. Speaking on the success of this initiative, Mr. Sagar Boke, Marketing Head, Bunge India, said, “This year, our association with Rath Yatra has been very fruitful , being the year of Nabakalebara, we wanted to reach out to every devotee present at the Yatra and our efforts have paid off very well. We have received immense appreciation for our Bhajan Se Bhojan Tak campaign. I am extremely happy that with this initiative by Dalda Edible Oils has not just ensured brand visibility but has reached every household in Puri”. The various installations by Dalda such as the 12 ft branded helium balloon at Grand Road and a life size, lit version of Dalda KGMO’s PET bottle at Puri Beach, led to a higher recall amongst visitors at the Rath Yatra. Dalda Edible Oils also created special branded merchandise such as hand fans and key chains which were distributed to all pilgrims. Dalda Edible Oils also collaborated with noted Indian sand artist, Sudarsan Pattnaik once again to create a life size sand art illustration of the deity Lord Jagannath at Puri Beach. “I am extremely happy and thankful to Dalda Edible Oils for giving me this opportunity for the second time. Crafting sand art for Lord Jagannath is an honor in itself. Dalda being a heritage brand has always been closely associated with traditional festivities and this year the unique concept of ‘Bhajan se Bhojan Tak’ was a memorable initiative. In this way I feel that Dalda Edible Oils is not just reaching out to every individual but is also touching their hearts,” Pattnaik said. The key aspect of this activation was the strategic planning of the on ground activities which portrayed the traditional aspect of the festival whilst ensuring brand visibility to all visitors. Dalda Edible Oils has been largely focusing on creating engaging platforms for consumers especially in Tier II and Tier III markets to reach out to the masses. Along with various recent successful initiatives such as Mother’s Day, Nabakalebara Rath Yatra 2015 is just another feather in Dalda’s cap.
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To mark the beginning of a historic day for eBay globally, eBay India today launched an unique campaign titled #SheMeansBusiness. The campaign in partnership with Yourstory.com invites all online women entrepreneurs to share their success stories, so that other women entrepreneurs are inspired to take advantage of the growth in ecommerce. Online women entrepreneurs across platforms can send their stories in the form of a write-up, a video or an audio which will be judged by an esteemed jury. Six shortlisted women entrepreneurs not only stand a chance to share their stories with the world through www.yourstory.com but also stand to benefit from free listings on www.ebay.in during the festival season from September-December 2015. The campaign will be open to all online women entrepreneurs irrespective of the platform they currently trade on. Women entrepreneurs can share their stories starting July 20th till August 15th, 2015. For more information on the contest, log on to www.her.yourstory.com “eBay India has been encouraging and supporting women entrepreneurs for over a decade now.We have over 5000 women sellers listed on ebay.in and through this campaign, we want to further encourage and support women entrepreneursfrom across India to realize and fulfill their dreams and take their businessesto a global customer base,” said Shivani Suri, Head of Marketing, eBay India. www.yourstory.comis one of India’s most well-known media platforms for entrepreneurs, dedicated to passionately championing and promoting the entrepreneurial ecosystem in India. Women sellers constitute about 20% of the 1 million sellers on online platforms that form the $12 billion online retail industry in the country. eBayIndia has been organizing training sessions with women groups and entrepreneurs in order to train and equip them with the necessary skills for smooth functioning of theironline businesses.Over 5000 women entrepreneurs are currently sellingtheir products across categories such as home furnishing, jewellery, handicrafts, and fashion apparel to a global base of buyers who have a penchant for Indian products.
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The beverage brand Paperboat has always been known to have developed its own unique style, when it comes to the strategies they use to market its products. From ads depicting the earthiness of the summers we spent as kids, to the most recent ‘Hope floats’ experiential CSR campaign that is drenched in nostalgia. It is without a doubt an established fact that the brand loves throwback into the memories of the past and also thrives on the same to sell its products. But at a time when its competing beverage brands are using means of technological advancements and experiential initiatives with Bollywood superstars to better market itself it makes one stand and wonder why is Paperboat still hung up on nostalgia? ParveshDebuka, Head Marketing, Paperboat answers this question by saying, “Our marketing strategies are only a reflection of the product that we are selling. If you look at our products be it flavors of AamPanna or Jamunkaras or even others; you will realize that these are the flavors that were accessible to you only at your homes. Also as per the societal shift which has occurred in the last 15 years, wherein people who are looking for opportunities have to move out from their homes and come to metro cities, have completely lost touch with their childhood memories and the flavors. Paperboat as a product offers you the same flavors that are bound to remind you of your childhood memories, the past and your homes and hence are marketing strategies of the brand are bent that ways.” So is nostalgia the sole driving force behind Paper boat’s marketing strategies? To this ParveshDebuka replies by saying, “Contrary to other popular brands today, Paper boat started its marketing through experiential. This is the first year we have gone the ATL way but before this year our marketing initiatives were limited to making our prospective customers experience our products first and then on the basis of the reactions that we received we tweaked our marketing efforts accordingly. Our customers felt the product reminded them of their childhood and homes and hence we have marketed our products accordingly. But if tomorrow an X number of consumers come to us and say that the product also gives them a different experience now we are ready to change our marketing strategies accordingly.”
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Percept ICE, the Incentives, Conventions, Exhibitions and Events Company of Percept Limited, successfully conceptualized and executed the Havells Convention from 2nd to 7th July, 2015 at the Kongresshaus in Zurich, Switzerland. The conference was held with the objective of building stronger bonds and rewarding the Havells Dealers for the dedication and hard work they have put into making Havells a success story across India. The Convention saw the top 250 Dealers along with their spouses attend the 5 day event in the beautiful location of Zurich. In addition to recognizing and rewarding the Havells Dealers for their sincerity and hard work over the past year, the convention also aimed at encouraging and motivating them to take the brand to the next level. Percept ICE’s scope of work encompassed conceptualizing the entire theme and logistics for all the days of the convention. This included ideation on the various themes across all the days of the convention, managing and executing a successful conference. While the overarching theme of this expedition was “HavellsYounited…A Swiss Odyssey”, the main day conference theme held on 5th July 2015 was “WahiSochNaya Josh”. Said Mr. Mukesh Jain, General Manager-Marketing & Communication from Havells, “Our late founder Shri. QimatRai Gupta always focused on having bigger dreams and striving to achieve them. We are also imbibing the same thought into ourselves and our Dealers. Hence the theme of this year “WahiSochNaya Josh” was followed keeping in mind his ideologies and principles. With the same passion and zeal, we plan to take Havells to the next level with renewed enthusiasm.” The tour officially started on 2nd July where all the guests were given Gift Hampers at the time of their arrival in Switzerland. A special candle light dinner was arranged at “Willisau”, an hour away from Zurich where guests were welcomed by Alpine horn players and Yodelers dressed in local costumes. The pre-function area was bedecked with several photo opportunity corners. Guests wore local costumes and clicked pictures at the various photo-op zones. The main dinner hall was spectacularly lit up with candles to set a rustic mood even as a local folklore group entertained the guests with a traditional Swiss dance number. Day 2 and 3 were spent sightseeing at the famed Jungfraujoch&Mt.Titlismountains. The Dealers were in for a surprise as they saw the snow covered peaks dotted with many Havells flags welcoming them. Day 4 kicked off the conference with the theme “WahiSochNaya Josh” at the elite Kongresshaus venue. After the traditional lamp lighting ceremony, famous Bollywood personality BomanIrani took over as the moderator. The conference was divided into 3 segments with the first segment being “Coffee with ARG” (Anil Rai Gupta, Chairman, Havells); the second being an engagement with the dealers; and the grand finale segment witnessing a motivational speech from BomanIrani. Internationally acclaimed speed painter “Quim Moya” amazed all the guests with his brilliant art presentation. The gala evening was dedicated to the “Havells Power Awards” and sported a Royal theme befitting the special occasion. A Royal blue carpet was laid out at the entrance where the ever charming MandiraBeditook bytes from the Dealers and their spouses. A royal throne and a croma photo opportunity area were created for the guests to take back some everlasting framed memories. The evening was opened by Thomas Webber, an Ipad Magician who charmed everyone with his spectacular magical tricks. Hosted by MandiraBedi, the awards saw 97 dealers win across several categories. Introduction AVs were created for each and every awardee. The evening also witnessed stunning performances by several international artists. The gala evening came to an end with DJ Muskan – a Swiss DJ, dishing out some fun Bollywood music for all the guests till the wee hours. The evening of 6th July was uniquely themed as ‘Havells Idol’ and saw a contest designed especially for the Dealers who wanted to showcase their singing talent. The evening witnessed 20 individual performances and 2 group performances. Indian Idol fame Meiyang Chang hosted the show while VinodRathore and Kavita Krishnamurthy judged the contest and graced the evening with some melodious songs. Special Certificates and Trophies were handed out to the delighted winners. The entire event was customized to include everyone’s tastes and preferences as also symbolize Havells commitment to their partners. A survey conducted with the Dealers prior to the event saw Percept ICE attain and collate vital information pertaining to their favorite cuisine, colors, songs, dances, art and other elements which helped them to customize and implement a very successful and memorable trip for the guests. Another highlight of the convention was a special Radio Show created for the guests which included their favorite songs. The guests loved the overall experience, especially the involvement, interactivity and warmth of the Chairman with all of them. Commenting on the work executed by the Percept ICE team NazneenKarimi – Chief Executive Officer, Percept ICE said, “”It has been a pleasure and a privilege to work with Havells and their whole team. We are extremely happy to have successfully pulled this convention as it was a very special event for them. It was overwhelming to get live feedback from the client and guests present who enjoyed every theme, activity and performance to the fullest. We look forward to sharing a long and successful relationship with Havells for many years to come.”
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When Chuo Senko started out in Tokyo in 1953, little did they know that we would someday become one of the longest thriving advertising agencies in Asia. There Bangkok office, listed on the Thai Stock Exchange, celebrated its 50th Anniversary already two years ago. They now have offices across the region in Indonesia, Vietnam, the Philippians, Myanmar, Cambodia, as well of ctherese, India. In Thailand, Chuo Senko have been working with Honda Motorcycles developing their mainline and below-the-line advertising including theirretail development for over the last 50 years now. When Honda Motorcycles first entered the market in Thailand in the 1960s, their market share was understandably minimal, however, through their hard work and innovative products and there help in expanding and developing their dealer network, expanding the brand throughout the country and promoting it successfully to their core audience, we are proud to say that Honda Motorcycles enjoys a 79% market share in Thailand today. This what can happen when brands and agencies partner for the long-term and is one of theirfinest case studies. However, Honda isn’t the only brand Chuo Senko have been working with for a long time. Ajinomoto, a Japanese food conglomerate with annual sales of close to USD 10 billion, Mandom, the maker of Gatsby personal care products, and Hitachi are just a few names we have been working with for over 10 years each. There strategy in each market is to be a “Glocal” company – one globally minded but which acts locally. In that sense, the people element, the unique team we staff each office with brings with them a wealth of expertise and understanding of each market and it is there job to find the right mix of international expertise with country/region specific on-ground know-how. In India Chuo Senkois gradually finding that mix, the right combination to make magic happen. Chuo Senko Advertising India started in India in the first half of 2013 as a full-service advertising agency, partnering with the DDB Mudra Group and getting their bearings in India. From mid-year 2014 we started hiring for their team and things really started kicking off from the last quarter of 2014 with some big wins for us including work for Daikin Air-conditioningIndia, Panasonic India, Triumph Motorbikes, Woolmark and the Korean Cultural Centre India (part of the Embassy of the Republic of Korea). Earlier this year, the Chuo Senko Group and the DDB Mudra Group mutually decided to part ways in the joint venture they setup in 2013. However, in recognition of the growth opportunities and potential the India market offers, Chuo Senko is now investing aggressively in expanding capabilities and additional capacity in Chuo Senko Advertising India. Chuo Senko expects 2015 to be there best year yet and 2016 to be many times better. It takes time to find the right mix of people, product and place, and it is a very exciting time for Chuo Senko as they get closer to that sweet spot each day.
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One of India’s premier music venues opens its doors to electronic music with Insanium Club Nights, an exciting new dance music property by Hard Rock Cafe (HRC). Insanium aims to introduce Hard Rock Cafe patrons to the best of the electronic and dance music space. The first edition of Insanium kicks off on Saturday, July 18, with some of the country’s freshest and most popular DJs playing simultaneous club night in Mumbai, Delhi and Bangalore. The first edition includeS progressive house sensation Anish Sood, The monthly property – which will be spread across Hard Rock Cafes in Mumbai, Pune, Delhi, Gurgaon, Hyderabad and Bangalore – will allow EDM and dance music enthusiasts to enjoy some of the most exciting and futuristic DJs in the country, along with amazing cocktails and delicious food. Jay Singh, co-founder of Hard rock Cafe Indiaspeaking on the new initiative says: Insanium club night looks to highlight the vibrant, eclectic nature of the house and electroinca music scene by bringing the Dance Music fan base an experience of concert like setting where people can bond over music. You should expect nothing less than crazy night at our venues. As always, we aim to bring together music fans in Hard Rock’s liberal setting to enjoy the fantastic line-up of their favorite DJ’s.”
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The key to successful event marketing lies in the innovative and engaging ways your message is conveyed to the audience. Marketers today are desperately looking for new strategies to attract and engage client’s attention to build long term relationships. However, with all other methods tested and tried already, experiments with technology seem to be the only correct option worth investing upon. The latest technological buzzword to meet the needs of marketers and event organizers in this category is Virtual Reality (VR) which allows event marketers to tell their stories in ways that are far more immersive and intuitive than what’s possible with just a flat screen. Hence, we at EE share with you 4 innovative ways on how to integrate virtual reality at your event. 1-Play with time, space and history Virtual reality can be used to bring animated, digital, objects and characters to life within a “real world” space. It can be used to create a new world altogether to manifest the explorative nature of attendees at events. If there is a product you wish to promote at your event, a virtual reality experience can be fabricated surrounding that product. A small treasure hunt game can be designed, or walk your attendees into the history of your product through VR, the list of possibilities is endless and only depends on the budget. 2-Live streaming centers At every event there are bound to be a bunch of people who could not make it due to unforeseen contingencies. Also in a few cases, event marketers may want to bring the event experience to out of the event venue and virtual reality completely fits the purpose here. Through VR, live experience stations can be set up at designated spaces and even those who could not attend the event in person can really feel like they are part of the event. 3-VR as thankyou gifts Giving you attendees a small thank you gift for attending the event is a common tradition in the country. Now, thanks to inexpensive headsets from Google Cardboard, users’ own mobile devices, and a custom-built app, you can inexpensively send attendees home with fully branded VR headsets. The attendees can hook them into the mobile app and let the amazing experience continue. 4-Live Hangout sessions VR can also be used to create an emotional connect at events as it leads to an unforgettable experience for its users. Through virtual reality event marketers can stir positive emotions and organize hangout sessions with one’s distant or lost relative. Anyone absent at the event can also be roped in and made a part of the event through live hangout sessions with the help of virtual reality. Hangout sessions can also be used as an alternative to live streaming of your event across the globe.
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It is that time of the year, when the colleges are all set to welcome their old and new students to begin the new session with fresh energy and vigor. After braving the cutoff-lists and the endless open houses in the colleges, the student community in the city look forward to begin their academic session. Vodafone remains committed to the customers in Delhi/NCR and understands their needs thereby customizing offers to suit their requirements. As the students step into their new campus life, Vodafone wants to help them stay connected with their loved ones in an easy and affordable manner. In their endeavor to reach out to college students in Delhi and NCR, Vodafone- Delhi has come forward with some unique offerings: Customise your number offer- Vodafone will soon be launching new number series that will give the option to the customer of choosing the number of his choice without paying any additional money while buying a new connection and for making it more convenient proposition to the working class, where there car number, house number , anniversary date, birth date etc can now become there mobile number. The offer will be available at all Vodafone stores and retail outlets where a customer can simply walk in and avail this service. Free Wifi at Vodafone Stores- The objective of providing Wi Fi services includes providing public internet access and internet access to our customers visiting our stores. Download the Vodafone Wifi App and get connectivity at following locations:- Delhi One Golden Mile Dilli Haat Khan Market Rajender Dhaba, Safdarjung South Square Mall
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