As India emerges from an extended holiday this weekend, after Navratri festival, many would have had the opportunity to perform the Garba dance at thousands of dandiya events held across the country. Dandiya Raas is a traditional form of dance from the city of Gujarat that is famously performed during the 9 days of Navratri festival. With its recent prominence especially among youth in the country, many event companies have taken the opportunity to host dandiya festivals across the country to celebrate the age old tradition. This year, Delhi city and its surrounding NCR region witnessed its own dandiya festival ‘Dandiya Beats’ at Appu Ghar OYSTERS, Gurgaon. Lasting 10 days, the daily evening event included a specially made statue of goddess durga and a ‘maha aarti’ being performed before the main event. Following the event, dandiya performances would begin with much pomp and circumstance with each night featuring a celebrity gracing the event. The event was organized with four agencies – CRI, E-Factor, Touchwood and Showcraft coming together to make the event memorable. Speaking on the impact that 4 agencies together could make making ‘Dandiya Beats’ a success, the official spokesman for the event, Chief Creative Officer of Showcraft Productions, Lalitt Gattani said, “this association has made Dandiya Beats much bigger, as the strengths of all partner agencies have come together.” Adding further to the conversation, he believes Dandiya Beats is quite different when compared with other such similar events. He said, “there isn’t any other event similar to Dandiya Beats as it is a complete Navratri event for 10 days and no other event is this long. The ambience and music at Dandiya Beats is also very unique and different compared to others.” The NCR region finally witnessed an event this big dedicated to Navratri after 4 years that had mesmerising ambience, maha aarti everyday, a festival-themed ‘Khaas’ bazaar selling chaniya choli, accessories, dandiya sticks etc. Once, a festival presumed to resonate only with middle-aged people is making a comeback with more and more youngsters taking interest in culture based events like these, to which they may not hold ethnic affiliations. “Youths of today are finding Navratri festivals extremely popular as they have been thronging Dandiya Beats in large numbers”, observed Lalitt Gattani based on the turnout. When asked how brands can benefit associating with events like Dandiya Beats, Mr Gattani said, “Dandiya Beats can offer the brands a unique customer activation opportunities for a sustained period as it is a 10 day event.” Showcraft has been a key player in planning and executing the whole event along with its partners. Festivals like these may not be held across the national capital and its surrounding while these could be held in multiple locations within a city like Ahmedabad that celebrates Navratri grandly. When asked about different agencies coming together in a city and holding a mega event for any festival, Mr Gattani replied, “I don’t think that all organisers should come together as everyone has their own niche areas where they excel, which gives people different choices to experience.” However, he believes Dandiya Beats is already a mega event and the crowd will multiply with each passing years.
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Weddingplz.com, online portal dedicated to find the best wedding vendors in town,recently won the People’s Choice Award at Echelon Asia Summit’s Top100 Start-ups organized in Bangalore. “The quality of the start-ups presented here is very good. We had a very tough time going through the judging process,” shared Sanjay Swamy (Co-founder of early-stage VC fund AngelPrime) one of the members at the judging panel. “What is noteworthy is that many of the start-ups presented here are global-, mobile- and customer-centric. The traction of some of the startups is awesome,” said Ravi Gururaj (angel investor and member of Nasscom Product and Executive Council), a prominent member of the Indian start-up community and a judge at the Qualifiers. Raghunandan G, Co-founder of TaxiForSure (an online taxi booking startup recently acquired by Ola), and AshishBedekar, Head of MediaTek Labs (India), were also on the judging panel. Start-ups were selected from a pool of 500 applicants to pitch at the Country Qualifier Round at the Echelon Asia Summit 2015 (results of which will be declared shortly).They are still in the running to be part of the start-ups who will be exhibiting at the Echelon Asia Summit 2015 in Singapore in June.
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If you like attending events every now and then, you probably like creating one right in your own home. Perhaps, you must be already doing that in the form of birthday celebration or just a get together party. For people who like to go big on events, the thought of creating one’s own Intellectual Property must have crossed the mind. As no challenge may be too big to conquer, creating an IP may require some holistic thought process and direction. Let’s look at some of the factors that drive IPs. Behind every execution there is a plan, behind every plan a thought process is involved, a goal is involved. Similarly, behind every IP there may be some key focus areas that a person must think through. As the world we live in shrinks increasingly with time as a result of technology, a property needs to provide some form of experience, which people can connect with and value. Speaking on this subject, Supriya Sobti – Co-founder of Ragasthan says, “Whether it is time or distance, technology has shortened it to the point that people expect instant connect to any property, expect to see value instantly as well as instant recall value of the product. So, an IP is about creating that tangible property with the target audience in mind.” Once a person takes the first leap and organizes an event after putting every sweat and blood into it, it is important to patent it. Every property is unique that is worthy of patenting. Supriya believes that a property is an investment that requires massive resources, there are no shortcuts to it, and one puts in everything that he/she believes in it. Therefore, it is important to protect it. USP: Every person is unique so is his/her creation. A property needs to have an USP in order to not just stand out from the crowd but to provide a unique experience to people who are the real patrols for any property to become successful. Supriya says, “Ragasthan music festival is different from other festivals, which hasn’t been done before, we have to ride on the demographics and provide what they have not experienced before. It might take little bit of time to set up, but the uniqueness always help.” There is no magic formula to create an IP and there is no special personality trait that makes one owner of a successful IP. Supriya believes that it is more about self-belief in a product and in believing that the concept and idea will work. Anil Singh of Procam International said, “an IP is like your baby, you have to believe in it, feed it, raise it and grow it with time.” Another important aspect is ticketing model and pricing for any IP once the basics are in place. However, it can be a complex affair as initial period of any property may not attract sponsors in both value and size. A certain value can also be attributed around ticketing model. For example, Ragasthan carries the a standard pricing for the festival, there is no VIP pass or anything of that sort. She says, “we keep the pricing to minimal to cover the basic costs and pricing is kept same since we believe that music does not discriminate anyone.”
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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.
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According to a study conducted in 2013, it has been stated that the BTL industry has grown at over 20 per cent during the last two years. The massive shift in spends towards both ATL and BTL initiatives haveled to the result of changing consumer attitudes. At the same time, technologyplays a great role in differentiating both forms of marketing. BTL allows marketers to better target consumers, and to better track results and measure ROI,as per industry experts. Food brands, and other FMCG products, which fall under the impulse purchase category are dedicating more than 60 per cent of their marketing spend to BTL activations. Elucidating further on the changes seen in BTL activities over the last few years, EE consults industry experts- EE:What kind of brands seek to benefit from BTL- now and then? Valay Lakdavala, Director, Neoniche Integrated believes, “The last five years has led to immense change. An increasing number of brands have shifted their focus towards BTL initiatives to engage audience, Auto sector was one of the early adopters of this channel for car launches and promotions, FMCG and luxury brands which highly rely on word of mouth and direct selling, Consumer electronics brands like LG, Samsung and Sony are constantly seeking opportunities to directly engage with their audience.” Siddhartha Chaturvedi, CEO, Eventcrafter, develops further, “The idea of gaining one to one connect with the target audience and estimating instant response to the promotional exercise provides great opportunity to every client whether it be a telecom service provider, major food chain brand or even a cement or adhesive brand, the idea of capturing real time feedback that’s totally transparent can be derived out of an experiential promotion only.” EE:Why is BTL a better return on marketing investment? AnkurKalra, CEO, Vibgyor Brand Services Pvt. Ltd. feels, “BTL has the ability to measure the returns accurately – one can quantify the objectives and effectively track the returns generated within a stipulated time frame. The assumptions and generalizations are much lesser compared to traditional ATL campaigns and returns are specific, measurable, result oriented and time bound.” EE:In what ways are BTL initiatives different from ATL? BTL directly reaches out to consumers and gives them a ‘live experience’ of the brand. They engage, educate and entertain audiences of brands and touch consumers in a way most ATL campaigns cannot reach out to them. BTL campaigns have the capability of changing consumption patterns, building brand loyalty, creating lasting impressions and inducing instant trials, said Ankur. EE:How are the BTL ideas in India different from those in the west? In the west, campaigns are not constrained by budgets and permissions. Innovations in technology are more easily available and can be used to deliver superior experiences. The use of technology for reporting, monitoring and connecting with consumers is also quite advanced in the west. While there are various technology based activations here as well, case in point being Bullet Time Photo Stations powered by smartphones, a campaign created by Vibgyor, Ankur said. EE:How would you explain the reach and expansion of BTL initiatives in terms of urban and rural marketing? Siddhartha explains that the reason of this growth could not have been anything else but the mandatory need of communication at the BTL level in both urban as well as rural markets. The rural markets have specifically been exposed to brands, services and facilities due to this amplification of reach. Considering facts, Ankur stated, “In my personal opinion if one were to quantify the reach I feel that BTL activations are still being planned primarily in the top 17 cities of India since they contribute to around 60% of the total consumption as per a study of a leading audit firm. While rural holds a lot of potential for experiential, much of it is yet to be explored.” EE:How does BTL support the idea of emotionally connecting with its customers in today’s times? Both Valay and Ankur feel that BTL campaigns have the ability to touch, feel & inspire audiences and create bonds which are difficult to create through any other form of communication. Most BTL campaigns are very well amplified on social media and create emotionally compelling content. Thus brands that interact with consumers at various touch points and create connections in their personal world are capable to change a target group consumer to an influencer. AnkurKalra concludes by saying “The situation of BTL initiatives has changed drastically lot over the past 5 – 6 years with its market understanding increasing excessively. Some of the bigger BTL agencies which were earlier viewed purely as executers are now being considered as creative and marketing partners. We have seen various examples of activations being the focal point of campaigns and BTL agencies being involved at the ideation stage of brand planning rather than just the execution stage – I feel that BTL agencies that provide value have actually moved up in the food chain of brand planning over the last few years.”
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E-commerce, a sector that created significant buzz in the late 90s, has bounced back. Top e-retailers are showing immense interest in experiential marketing and outdoor advertising. India has emerged as the fastest growing and largest Internet market in terms of number of users in the present time. It is interesting to note that the purchasing pattern of Indian consumers has become non-virtual. E-shops are now looking at connecting with potential costumers extensively on offline platforms. Another important feature to note is that even the established brands have really small distribution scale, particularly in Tier I and Tier II cities. Thus Online gives these brands a great platform to reach consumers across the country. Online brands thereby use offline communication mediums like on ground activities for not only brand awareness but also for engagement. Looking at the intensity and galloping growth of the e-commerce industry in India several brands mainly fashion e-retailers took a step forward from online to on ground expansion in the year 2014.Currently marketing spends for e-commerce firms account for 25-40% of their overall spending. Here we look at the broader picture. To name a few celebrated affairs of this year, Jabong launched ‘The Jabong Online Fashion Week’ in the month of July. Jabong being an online fashion store stepped out of its virtual boundaries to embrace experiential in unique and innovative ways. Jabong with Talenthouse India launched the ‘India Online Fashion Week’, a great example to start with. At this five day festival, Jabong engaged fashion designers and stylists from across the country, hosting several competitions. At this event Jabong had enough engagement for both its participants and viewers. It allowed its guests to pick and shop from the fashion show itself. Thus this experiential activity gave Jabong a leg-up on its competition. Well not only this it has also become the official jersey partners of Mumbai FC in the Hero Super League. Another online retailer eBay did an unusual thing which was a gym work out session with ace cricketer Virat Kohli. eBay, in partnership with NGOs Save the Children India and the Virat Kohli Foundation held a charity auction online. The item that was auctioned was a work-out session with the cricketer. The charity auction received immense response with the highest bidding at Rs 1.57 lakh. The money generated at the auction was given to Special Care Center School to provide aid for 245 mentally challenged and hearing impaired children. Also, the highest bidder at the auction got a chance to have a one-hour gym session with Kohli. It is said that for eye optical brands that the only way they can let the customer understand the product is through experiential means. Thus this brand- LensKart engaged its potential buyers through on-ground activities such as eye checkup camps in corporate areas across major cities at free of cost. This gave people a chance to check their eye power. By doing this the company gave its buyers a chance to see the LensKart collection and place orders with on the spot. LensKart.com also provides its customers a home eye checkup program where they can have their eyes checked by a specialist with a minimal fee of INR 100. Lenskart also offers a ‘Try At Home’ facility where they allow consumers to place requests for a set of any 5 glasses which are then sent to their doorstep. After trying them on, if they like it they can finalize purchase and if not, they can return all of them and then call for another set being free of cost. Another renowned fashion e-tailer recently launched its very own fashion weekend- Myntra Fashion Weekend, in Mumbai. Yes it was none other than Myntra. From Rina Dhaka to Masaba Gupta to showcasing Vero Moda’s collection by Karan Johar, Myntra fashion weekend proved to be a treat to fashionistas. This grand event witnessed the presence of Hritik Roshan, Kalki Koechlin, and a few other celebrities. “Fashion is what gets created, Style is what we put together” and hence by associating with such events we get a close peep in understanding fashion that helps us in styling our range of products,”said Gautam Kotamraju, Chief Creative Officer, Myntra. Moving further, KOOVS, an online fashion destination collaborated with Nikhil Chinapa for its experiential venture. To celebrate this unconventional, outlandish range and the association of Koovs with Nikhil, an underground gig dedicated to the culture of EDM was organised in Mumbai. Initiating an experiential activity like “Go Underground with NikhilxKoovs”, Koovs has created a lot of anticipation witnessing consumer exhilaration. Providing a spectacular platform to budding artists around the nation, Koovs has built a brand connect with its consumers. “It’s not about brand value; it’s about doing something that our customers find interesting. Putting customers first is always the best way to build any brand and Koovs is always looking at new and interesting relationships within the fashion world and outside – we also have some great collaborations lined up over the next 12 months – but you’ll have to wait and see!” said Mr. Robert Bready, Creative & Retail Director, Koovs.com.
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Dr.-V.-C.-Vivekanandan-seen-addressing-the-gathering-and-also-seen-in-the-pic-are-Ashok-Ram-Kumar-T.-Prashanth-Reddy-and-Rakhi-Kankaria#sthash.lrIK89gk.dpuf T. Prashanth Reddy, LL.M (Stanford Law School), Practicing Lawyer in IP at New Delhi Seen addressing the gathering - See more at: http://everythingexperiential.com/indian-copyright-societies-and-the-challenges-of-intellectual-property/#sthash.lrIK89gk.dpuf _________________________________________________________________________________________________________________ Telangana Chamber of Events Industry (TCEI), a not-for-profit organization formed by the representatives of various stakeholders in the Event and Entertainment industry recently organized a seminar on Challenges of Intellectual Property- Laws in Events and Entertainment Industry. Dr. V. C. Vivekanandan, MHRD IP-Chair Professor, NALSAR University of Law was the Chief Guest. T. Prashanth Reddy, practicing Lawyer in Intellectual Property in New Delhi delivered the Key Note Address. Ashok Ramkumar, a practicing Advocate and Prof Dr. Padma, faculty of AP Police Academy participated in the Seminar. Speaking about negotiating with Indian Copyright Societies T. Prashanth Reddy said Singers, Lyricists, Composers are protected under IP. The four rights that exist on a single music track are Composer Rights, Lyricists Rights, Music Label Rights and Singer/Performers Rights, he informed. Speaking on the occasion T. Prashanth Reddy said PPL (Phonographic Peformance Ltd) and Indian Performing Rights Society Ltd (IPRS) are no more existing as Copyright Societies. PPL according to their returns to the registrar of companies stated that its application stands withdrawn. So legally they can not collect royalties. Prashanth Reddy explained what Intellectual Property (IP) means. “Intellectual Property includes music, literature, and other artistic works; discoveries and inventions; and words, phrases, symbols, and designs. Under intellectual property laws, owners of intellectual property are granted certain exclusive rights. Some common types of intellectual property rights (IPR) are copyright, patents, and industrial design rights; and the rights that protect trademarks and, in some jurisdiction, trade secrets. Intellectual property rights are themselves a form of property, called intangible property. Modern usage of the term intellectual property goes back at least as far as 1867 he said. Intellectual Property is a necessity and is protected by law, he said. Copyright Societies are like Stock Exchanges. Copyright collectives are associations that administer the rights of copyright owners. Owners authorise societies to issue licenses for the use of their works and collect royalties on their behalf. Copyright owners register their works with a collective, which then collects a fee each time a registered work is licensed and pays a royalty back to the copyright owner. Some of the Copyrght Societies that exist in India are IPRS—Indian Performing Rights Society which is comprised of Composers and Lyricist, and PPL-Phonographic Performance License which comprises of Music Labels and Administer Rights. The 3rd New Society formed last year is ISRA—Indian Singers Rights Association comprised of Singers like Sonu Nigam and Lata Mangeshkar. Each of these Organisations separately look after the interests of its own Members All want royalties, he said. In the next few years Event Managers will have to pay royalties to all these stakeholders. There is a need to regulate and check these societies and this can happen only by collective action. PPL revenues over the last ten years from Public Performance Royalties has been starting from 4.25 crore in the year 2004 and 2005 rose to Rs 66.80 crore in 2013 and 2014. Similarly IPRS’s Revenue from the Public Performance Royalties in the last ten years has risen from Rs 3.87 crore to Rs 40.48 crore in 2013 and 2014. Radio stations succeed before the Copyright Board – royalties fixed at 2% of revenue against 20% demanded by PPL. The law is amended in 2012 due to pressure from Javed Akhtar & radio stations he said. Organisations like TCEI and its members must be aware of IP Laws in Events and Entertainment Industry. You must stand united and must protect your rights, said Reddy . Dr. V. C. Vivekanandan, MHRD IP-Chair Professor, NALSAR University of Law was the Chief Guest while speaking he said Intellectual Property Rights are created for public’s well being. He also hailed the efforts of TCEI in organising such a technical seminar with the objective of legal awareness. The objective of this Seminar was to bring about the right kind of awareness among the event fraternity said Surat Singh Malhotra, President of TCEI and Founder Head of Namdhari Group. The seminar enlightened the event fraternity about the future implications and challenges in the implementation of IPR Laws said Ms. Rakhi Kankaria, Vice President of TCI and Director of Rachnoutsav Events Pvt. Ltd. The entry to the Seminar was free. Over 100 professionals participated in the Seminar. The Seminar was an endeavour to put forth a Socio-legal point of view on the subject and device strategies towards a win-win situation for both the stake holders said Neeraj K.S. Thakur, General Secretary TCEI The last few years of the growth of Intellectual property Rights in India has given rise to the formation of Copyright societies. Companies like Phonographic Performance Lt(PP) and Indian Performing Rights Society Ltd(IPRS) have been spearheading the cause of royalty collection for the artists, lyricists, performers and music companies, said DJ Piyush Baja, President of Telangana Entertainers’ Association. During the Seminar industry papers were presented by DJ Manish and their challenges. The un-checked and un-challenged manifestation of legal protection of these Societies has today resulted in a grim situation wherein these “societies” have come to become monopolized business houses. The Event and Entertainment Industry, particularly the Event Managers, DJs, Hotels and Property Managers and corporate holding event and entertainments are day-in-day-out are challenges, threatened, harassed and most of the times branded as pirates and criminals. The lack of awareness about these societies and the confusing nature of their claims at times make the event organizer a victim of unethical practices. It is precisely to fill up these gaps of theory and practices of Intellectual Property Rights, TCEI has called for a study of the subject, with particular emphasis on the legal framework and broader implications. TCEI It is an umbrella organization of Event Management, Wedding Planners, Entertainers, Exhibitions, Sound /Light/Video, Production, Caterers and other facilitators.
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“Integrated marketing is easy to preach but difficult to do. I have found the work of the centre to be full of useful tips, case insights and best practice distillations – yet with a surprisingly low sermon quotient!” John Grant. The above quote highlights an important aspect of Integrated Marketing, which is that the process is much easier to talk about but rather challenging to implement. An Event organizer frequently comes across the term while managing an event but rarely knows whom to speak to. EEMA however took the initiative of simplifying the concept to event organizers at EEMGAINE 2015 by hosting an insightful panel discussion spilling the beans on Integrated Marketing. With Ravi Kiran, Co-founder and Managing Partner- Friends of Ambition, as the key speaker,SanjeevPasricha, Chairman- EEMA Taskforce on Standards, moderated the discussion. Ravi Kiran began his address by explaining the development of the term “Integrated Marketing Communication” since its inception. He shared American Marketing Association coined the most powerful term ever created in the field of marketing as Integrated Marketing and the term today has different meanings for different people around the industry. “Integrated Marketing Communication means panning 360*, something holistic that completes all corners and a recent term ‘Through the Line’ has also emerged to explain the same”-said Kiran. Speaking on why marketers resort to IMC Ravi Kiran said, “Customers today have changed with time and marketing has also evolved similarly. IMC as a process is customer centric, consistent, comprehensive and compensatory. It should not be confused with a discipline rather it is an approach and a marketing technique to cater to the increasing demands of a brand marketer.” So what can be the correct definition of Integrated Marketing Communication? To this Kiran responded by saying, “IMC can be correctly defined as the transferring of one’s thoughts through many executions and a few metrics to measure.” Citing an example for the real world he said. “IMC is best symbolized through an Indian Thali, with a variety of dishes served on the same plate, the platter represents the overall marketing of the brand and every single element of the plate represents a different media tool. All the elements of the plate complement each other and serve the purpose of providing satisfaction to the eater and similarly all media tools when complement each other while displaying the entire process is termed as Integrated Marketing Communication.“
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