The Ambience Mall Gurgaon and Ambience Mall VasantKunj recently kick-started its three day long musical fest ‘Fete De La Musique’ to celebrate World Music Day. Renowned bands from across the Music Hemisphere gathered here to celebrate this day. There were Live performances by Delhi based acoustic Entertainers Chizai, Dinero- a myriad of percussion instruments , and Fuzz Culture- winners of Asia’s first independent music awards VIMA, at Ambience Mall VasantKunj. Acoustic artists from the bands like Maps- the music storytellers, Hans Raj Projekt- a name that defines fusion music and Shadow and Light spread their magic at Ambience Mall Gurgaon. Place-in-story Music fanatic turned up in huge numbers to listen to Fuzz Culture, winner of VIMA Asia awards. The audience hummed to the tunes of some of their songs. Speaking on the event Mr. Arjun Gehlot, Director, Ambience Mall – Gurgaon &VasantKunj said ‘World Music Day is a worldwide event and we are delighted to organize Fete De La Musique this time in our malls. Music spans different languages and continents, generations and communities, provide a steady heartbeat of joy, inspiration and healing. To showcase various shades of music, the musical extravaganza at our malls will cover all genres of performers including Indian, Classical, Instrumental, Vocalists, Sufi, Rock, Pop, and Electronica. The thought behind the event is to celebrate together the power and beauty of music. We hope to make this into an Annual Musical festival that will have people coming back for more each year.”
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Reconnecting with senses and rediscovering the nuances of life is the essence of Kitkat’s new variant KitKat Senses which as a product marks the enrty of Kitkatinto the premium category of chocolate brands in the country. Picture1-1024x576 With the ambience of frolic and the tagline of KitKat “Treat Your Senses”, embedded in its ethos the brand looked towards creating engaging experiences for its target audience. To meet the objective Vibgyor Brand Services came up with the concept of creating Break Free Zones with free Wi-Fi facility for students to relax during their college festivals. A time when students are charged with energy and overloaded with the stress of a perfect execution. Picture4-1024x769 As part of the engaging activity fun engagement games like eating chocolates without using hands, relaxing foot massager were organized for the students to reconnect with their senses, giving meaning to the product itself i.e. new chocolate KitKat Senses. The one month activity was organized in various colleges of Delhi & NCR and lead to a massive rage among students who shared their “Treating Their Senses” moments through the use of social media. – See more at: http://everythingexperiential.com/vibgyor-engages-college-youth-through-kitkat-treat-your-senses-activity/#sthash.cRbkwenn.dpuf
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Za, The Premium Beauty brand from The House of Shiseido in association with leading fashion and lifestyle magazine Cosmopolitan hosted an evening to celebrate the India launch of its Za Perfect Solution Serum at the Taj Mahal Hotel, New Delhi. This event was organised by Vibgyor Brand Services, that welcomed the Capital’s jet-set and high-heeled women. Za – The Power of Beauty event featured the launch of Za’s latest Perfect Solution Serum which witnessed the showcase of an exhibition inspired by the Serum through a series of superlative visual stories told through illustrations, paintings, photographs & sculptures by renowned Bangalore based artist Sharon Nayak. The 22 unique pieces of art celebrated a world that is innocent, glamorous, feminine, modern, powerful and everything Beautiful. The Za Perfect Solution Youth Whitening Serum, is the latest Skinovation developed by leading scientists that combines the best of both worlds – Brilliant Skin Clarity and Youth Retention. It features Za’s Breakthrough RETINOWHITE Complex that delivers unmatched Radiance and helps retain Youthful Luminosity from inside-out.
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Experiential marketing as a domain gives ample opportunity into the hands of a brand marketer to creatively market its product as per their own wish and commands. While most brands connect experiential activities as an extension to the brands overall image and message, there are also a number of brands who have created their own niche in the area by constantly coming up with unconventional and out of the box experiential marketing initiatives to charm their target group. With all brands today investing a significant amount of their marketing budget on experiential marketing initiatives, it is indeed a big question ahead of every marketer today. Should they opt for conventional and safe methods to experientially cater their customers or go for unimaginable and unexpected out of the box unconventional ideas for the same? Taking an example from marketing history, one brand that defines the term unconventional experiential initiatives in the country is Red Bull. Be it Flug-Tag championship or Redbull Tour bus, B-Boying championship or Air Race championship, the brand has always created diverse unexpected experiences for its consumers and all its initiatives have now become a reason why Red Bull is known as one of the most active brands in the country. Though its experiential campaigns have do not appeal to the masses but their uniqueness and authenticity have become the reason of the grand success for the brand. Skore condoms in the past have associated themselves with many safe sex campaigns and social awareness initiatives but none of the experiential ventures could give the brand the spotlight it truly deserved. This however changed with their last experiential venture which was a one of its kind fashion show wherein the garments were made by using-Yes, Skore condoms itself. The fashion show not only gave the brand a status of unabashedly creating awareness about contraceptives but also became one of the most buzz creating events of the year. With examples of unconventional experiential campaigns clearly proving of having a leg over conventional experiential campaigns; it is often questionable why don’t we see more of such unconventional experiential initiatives by brands? The answer to the above question can be the budget. Not all brands spend lavishly for customized experiences for their customers especially when they know that the reach of such initiatives are rather limited. Hence, even in the dynamic marketing environment today brands marketers call mass communication of advertisements as a safer bet on part of brand recall and revenue generation. Brands like Mondelez, Idea, Baggit, Yamaha, Kwality walls, Bru, Kitkat are distinct yet clear examples of brands trying to safely manage their experiential ventures. Most of their activities are limited to new ways of sampling for products or digital campaigns that make an experiential activity seem like a massive success however the real impact made is rather minimalistic. However low budget campaigns such as Ferrero Rochers Diwali activation and we chat QR code campaigns are still recalled by consumers among experiences of a lifetime. So what should a brand do? Come out with an experiential initiative out of the brands image? The answer to the above question is No. Brands today need not come out with concepts that do not relate with their respective brands at all. Doing that would be much more dangerous than playing a safe bet through general activations at malls. Brands marketers need to understand today that as the world of information and technology is evolving the consumers today need a more than usual initiative to be surprised from and for that the experiential ventures have to be carefully and not blindly designed. Brands like Tata Motors, Vodafone, Puma and Coca-Cola are examples of brands coming up with unconventional experiential campaigns that can easily be identified with the image of their brands. All experiential initiatives by the above mentioned brands be it T1 Truck Racing or Urban Stampede, Invisible Dance campaign by Coca-Cola or Anti-Gravity photo booth by Vodafone, are all examples of how brands can come up with unconventional experiential campaigns for brands within their identity and still nail it. So next time you ponder upon designing an experiential campaign for your brands remember unconventional is the way to go.
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Advertisements on television became a raging sensation immediately after their inception as not only did they have the ability to address the variety of masses at the same time but also because of the fact that they resulted in high recall value for the brands. But down the years advertisements have somewhat lost the interests of the viewers and today they are mostly looked upon as the barriers between anavid viewer and the main content of the televised program a viewer eagerly waits to see. The shift in the trend has not only forced brand marketers of consumer products to add an experiential leg to an overall marketing campaign but this has also significantly impacted the television channels. Forcing them to get creative in terms of their own marketing techniques, which so far were limited to the replay of advertisements of their own shows on their own channels. Many TV channels after witnessing the shift moved on towards using print media as a medium to better market themselves. Hence, towards the early 20th century most entertainment television channels were seen advertising about their upcoming shows and movies through front page of major newspapers in the country. However, when even the newspapers moved towards the digital era,a newer change in the marketing process has been observed lately and a demand for television channels to experientially woo their audiences was rightly felt. A few early adapters of this change ventured into experiential as a reason of this demand and today are enjoying a distinctive identity and widespread popularity over other tv channels of their category. A notable example in the category is MTV India which was always looked upon as a music television channel but lately managed to create a connect with the youth of the country through their diverse campaigns such as MTV Campus Dairies, Karobonn Bloc Party, MTV Bollyland. Selfie Challenge among others. Their initiative MTV Coke studio has too garnered unabashed success and is an audience favorite today leading to unfathomable success for the channel. Another example of the same is the English music channel VH1 which after associating and creating an IP VH1 Supersonic has become the synonym of western, rock, metal, trance and unconventional music in the country. The Zee channel group has also understood the importance of creating consumer experiences over the years, their campaigns as a group or even individual channels be creating a misunderstood score board during the ICC World Cup 2015 or promoting the kids shows aired on their channels through mall activations and kids’ activities have all resulted in the audiences feeling more close and connected to the channels which in turns results in a positive brand image for the channel and increasing viewership quotient. Other channels like Sony, Pogo and Star Plus can also been seen joining the bandwagon recently with their respective initiatives for such using drones SankatMochanBahubali Hanuman, Science exhibitions and Star Parivar Meet and Greet Initiatives. Movies Now as an English entertainment channel too promoted the promoted “The Wolf of Wall street” premier through an array of installations at Goafest. As a result the movie became one of the most watched premiers in the history of television. Clearly the effect of experiential is visible and cannot be overlooked anymore by television channels. Television channels marketing managers should realize that experiential campaigns have truly emerged as the need of the hour if they have to make their presence felt in the minds and hearts of the audiences today. With the revolution of information technology and the excess of information availability around the audiences, it will need more than a traditional marketing route for a channel to successfully market itself. And with the world of experiential marketing full of opportunities to explore it is a must for every television channel today to hop on the journey of creating unique experiences for viewers and join the war of creativity to successfully market themselves.
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