ABOUT A part of IRPPL’s (JV bet. Unitech Ltd. & IAL) entertainment city that is spread over 147 acres of land. Located in Central Noida (Near Noida Sec 18 metro station). Designed by the designers of Disneyland Certified for safety by TÜV NORD, a German certifying body involved with product safety for the European community Only Amusement park in India with the membership of India Convention Promotion Bureau (ICPB) which comes under the Ministry of Tourism. CONTACT Ayush Sharma | Dy. Manager- Sales INTERNATIONAL RECREATION PARKS PVT LTD Plot No.: A-2, Sector-38 A, Noida-201301, Tel: +91 8826138099/8800695188--120 4650000 (Ext.544)
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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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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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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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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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