As a tribute to the spirit, passion, talent and dedication of all its associates, JW Marriott Mumbai Juhu is celebrating the “Associate Appreciation Week 2015” from 25th May- 28th May, 2015. The Associate Appreciation Week is an annual week-long celebration for associates across Marriott properties worldwide, acknowledging them as the true essence behind excellent customer service. Every year, JW Marriott Mumbai Juhu allots a special theme to be followed as a part of the Associate Appreciation Week . This year the theme chosen will be biking. The employees will be divided into four teams, namely, Harley Davidson, Ducati, Royal Enfield and Kawasaki. All employees, right from the General Manager of the hotel, the management teams to the associates will participate in this extravaganza. Divyangana Srivastava, Director of Human Resources, JW Marriott Mumbai Juhu says, “We know that our employees are the core reason for this business flourishing. This is a medium through which we want to thank them for passionately serving our guests and keeping Marriott’s deep-rooted culture and core values thriving.” The Associate Appreciation Week is an extravaganza of fun & interactive activities such as games, dance competitions and fashion shows which encourages team work and enhances employee camaraderie. Elaborating further on the plans for this annual event, Mr. Pavithran Nambiar, General Manager, JW Marriott Mumbai Juhu, adds, “JW Marriott Mumbai Juhu has always been very active and connected to our guests on social media platforms. This year, we will be putting together a short video of all the special moments and memories we’ve had at the hotel. We have also planned a special social media campaign, #IamJWMarriottJuhu where we will share associate short stories.” The “#IamJWMarriottJuhu” campaign is an initiative which will document and showcase the lives, stories and journeys of associates at the hotel. This is a way to engage and connect with guests on an emotional level. Through this initiative, the hotel aims to positively impact the lives of their employees as well their guests.
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‘Timeless ideas will always ignite inspiration’ said Film Director Bharat Bala as he addressed the players from the events world at EEMAGINE 2015, coincidently themed ‘India Inspired’. Reminiscing about his collaboration with AR Rahman for the reinvention of ‘VandeMataram’ Bharatbala explains that the concept of creating a public service campaign came easy but the challenge was in making it ‘cool’ for the younger generation. Another huge challenge was to generate funds for the project. He says, “we approached several brands with the concept but just couldn’t identify wth someone who carried the same passion as us”. Owing to his jet-setting lifestyle he had managed to establish fairly cordial relationships with the airport staff. He purpoself would travel business class in the hope to “pull some strings” and be seated next to someone influential who could relate to his idea for ‘VandeMataram’. He adds, “One day I found myself sitting next to Jayaraman of Colgate on an aircraft and I immediately pitched my idea to him. As luck would have it, he was sold. We arranged to meet later and he signed me a cheque of 5.5 crores based on sheer belief on the concept. “ VandeMataram was aired on Doordarshan and several satellite networks causing an almost catalytic reaction. “Brands that were approached earlier but had denied now came forward to try and attach themselves with the campaign, but we refused and held Colgate’s hand the entire way”, adds Bharatbala with pride. I strongly feel the critical drivers that made this campaign work was our honesty and pure love for the idea. Calling the ‘Make in India’ campaign and ‘Swach Bharat’ campaign, a wasted opportunity, Bharatbala concludes Brand communication should not just be about ‘communicating’, it should be about communicating with the heart’. Sharing centre-stage with Bharatbala was Award Winning Film Maker Rakeysh Om PrakashMehra of Rang De Basanti, Milkha Singh and Delhi 6 fame. Putting forth his thoughts on ‘inspiration’ Mehra believes that although his is a proponent of creating ones own path, there are always torches that have lit the way before and one can grasp tremendous learning from individuals who’ve traversed “a road less travelled”. Talking about the challenges with the government in releasing his rather “controversial” films Mehra states, “The only reason my ideas have ticked with the public is because they came from the heart and were made with sheer love and strong conviction towards an issue.” To complete his stance he concludes, “You need to love and believe in yourself. A group of people make a family, a couple of families make a society, societies make a nation and nations collectively make the world. Start with yourself first, that’s the first step to collective change.”
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Fashion Design Council of India and Amazon Fashion recently organized the 25th edition of the India Fashion Week with the theme Autumn-Winter 2015. Held at the Pragati Maidan, New Delhi from March 25-29, the extravaganza featured the brightest stars from the design nucleus and witnessed 25 shows and over 100 designer stalls at the exhibit area. EE, caught up with key models that walked the ramp at the Amazon India Fashion Week. In an exclusive conversation the models shared their experiences at the fashion week and the recent changes they have witnessed in the world of fashion. Nikita Sahay an ex-army captain who walked for ace designers at AIFW said, “This was my first fashion week as I started modeling in October itself. The overall experience was amazing as the people were nice and very positive. From the choreographers to the designers were all really supportive and I had the time of my life.” When asked upon how did the shift in career path happened Nikita responds. “I always wanted to get into modeling but I was a second generation officer in the family. Hence, even I joined the army but one fine day I realized that I cannot do this anymore as I was not passionate about it and I had to follow my dreams. I fervently believe that if you do not follow your dreams you end up being tired and hence modeling happened.” Speaking about her upcoming shows and projects Nikita says, “There are a few plans in the process but for now I need to take a little rest as I worked really hard for the fashion week.” Aditi Mishra, a known face in the industry with over 4 years of professional experience said, “My experience has been good. There are a lot of new designers that have come in and it is always great to walk for them. I think the future is great for us as the new designers are really talented.” Also walking the ramp at the AIFW was Astha Ssidana, a Miss India Finalist who shared her opinions, “It was an exciting opportunity for me because if you are a model then the Amazon India Fashion Week is the most amazing platform for you. I walked the ramp for some of the best designers like Malini Ramani, Rina Dhaka, Namrata Joshipura and I loved every bit of the clothing that I got so all in all it was an experience to cherish.” Sharing her thoughts on how the 25th edition of the fashion week was different from its previous edition Astha said, “Well, it was an Autumn Winter fashion week and I am more of a spring person myself but I was blown away by the style quotient like Ashima-Leena’s Afghans and Namrata Joshipura’s low cut jumpsuits. Also the main highlight was the finale wherein 25 designers shared the stage and that is a dream coming true for anyone who wants to be a part of this industry.” Speaking on the recent transformations in the industry Astha says, “People are more professional now in the industry also they are more considerate today with the western culture coming in the industry so a positive change is certainly there.” Hida Siddhiqui, one of the most promising models in the country felt overjoyed with her experience at the AIFW as she said, “I loved the way all the collections were showcased and the concept was very unique. The collections were bang on contrast and combinations and I enjoyed it thoroughly.” Speaking on the highlights of the fashion week Hida said, “I don’t think we have ever had 25 ace designers in one grand finale so that experience was a memorable one.”
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The world of fashion is constantly thriving and has evolved tremendously over the years. Fashion shows today have become an ongoing affair everywhere and are being heavily integrated in all forms of events be it product launches, college festivals, musical concerts and even weddings. But amidst of all the glitterati and fame, the fashion industry is also filled with numerous diversified notions that make the fashion industry one of the most talked about professions in the country. EE caught up with Anita Kumar, a renowned model from the industry on the issues being faced by the industry, evolving trends and so much more. Q- What are the pros and cons of being in the fashion industry today? A-Well the pros of being in the fashion industry today are that you get to travel, meet a lot of people and definitely you get to wear all those amazing clothes. Whereas the cons are that there is a lot of competition existing in the industry today also there exists a lot of insecurity among the people. Q-You have been one of those key faces in the fashion world who has made it big in a very short span of time. How was your journey like? A-To sum it up in one word I can say that it was very challenging. I have auditioned a lot so there are a lot of ups and downs, you do get selected sometimes and you do get rejected as well. But with me the key mantra was never give up. It makes a lot of difference in the industry if you have a mentor to guide you through the industry. I did not have anyone so it was difficult for me but at the end of the day patience pays off. The industry values people who have been groomed and a mentor in the industry can help you in this sense. Also parents can be a good guide in the industry as they help you in attaining the mental grooming you need to survive in the industry. Q- What are the evolving trends in the field of fashion today? A-The industry has definitely gone more competitive over the years and also there is a lot more awareness about the industry in the people today. Even parents today are very open and are able to accept that fact that if their child wants to be a model they should support them. Also at the end of the day there is enough work and space for everyone and you just need to work hard for that. There is also the emergence a lot of new talents coming up through beauty pageants which have become a routine affair now which helps the upcoming models in getting the proper grooming, work up on the confidence and meet people who matter. Q-The overall vibe of the fashion industry is often speculated to be full of obscenity and unsafe for women. Do you think that the actual reality of the fashion industry is different than what is perceived? A-In every profession to start with be it medical or mass media or any other field there are going to be people who are perhaps involved in bad habits. Since ours is an industry which is constantly and consistently under the spotlight one bad incident has put on this blot on the entire industry. Assumptions are not right most of the times and in every field there are people who are not good examples and since the spotlight is directly on us our industry is openly misunderstood but at the end of the day it is just one disadvantage amongst all the advantages of being in the industry. Q-If there a piece of advice you would like to give to upcoming models who aspire to be like you? A-The only piece of advice I would like to give to everyone who aspires to be a model is that be grounded , never change and remain patient. This has been my mantra for life as from my journey in the industry I have realized that one strongly needs these three values to survive in the industry. Also I feel you should love your parents and never go against them. My parents have been my biggest support and against all the turbulent times I have faced in the industry I have found them constantly by side supporting me in every endeavor and that kind of support is very important to survive in the industry
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Many popular brands are using activations these days as a method to build popularity and give its prospective consumers an experience that will make them feel a real personal connection to the company. From malls to intersections on cornered streets and from school cafeterias to college festivals, activations are being conducted on a regular basis anywhere and everywhere. With that being said the most recent marketing trend observed from key brands in India is to have activations done at popular ticketed and non-ticketed events. Events in India are usually a magnanimous affair and thus it is very easy for a brand to think that the sheer presence of its product at an event will make a significant impact on the audiences and help it expand its market reach overtime. However in reality this is not only a delusional marketing myth but also a distracting element that reduces the overall impact of an event itself. So why is brand activation at events a terrible idea? Well, read the entire piece to find out. Firstly, brand activation at events is a clumsy product placement method that speaks poorly of the company’s vision to market its products. Not only do the products looked forcibly thrust upon the audiences but also appear to be in desperate need of the consumer attention. Just imagine a couple of young college students entering the Indira Gandhi Sports Complex to experience some head banging music from their favorite band which is just about to perform and as they enter the arena all they see is the venue overtaken by brands and turned into a mini-supermarket, all doing their own marketing in their own manner. The above scenario not only takes away from the main content of the event but also defines chaos in its most profound sense. Another reason why activations at events are a complete no-no is the fact that amidst of all the hoopla, noise and festivities happening at the venue the brand is not the single point of focus for the audience present and hence the core message that the brand aims to exemplify gets lost in the process. Branding and activations are without a doubt a very costly affair so what is the use of having one if the crux of all your activities remains unclear to a prospective consumer at the end of the day? Would it not be simply better to spend the similar amount of money for a dedicated crowd attention? Of course it would be. Poor retention value is another drawback of activations being conducted at events. Brand marketers should realize that at the end of the day the sole reason the audience happens to be present at the given venue for a different motive altogether. The main intention of a prospective consumer at an event is to enjoy its main content be it a musical performance, dance show, award function or even trade exhibitions. No matter what do marketers do at such events there is always a chance that a consumer will most likely forget its initiatives at the end of the day and will only remember the impact the main content of the event created on them. Also worth realizing is the fact that brand activations at events simply boils down to a fight between divided vs. dedicated attention from the prospective consumers. While at events the attention span of a consumer is divided, it is completely dedicated when it comes to having brand activations done away from the shadows of events. Why deliver a diluted brand message in a noisy ambience with plenty of distractions available when you have the availability of creating one-on-one personalized experiences for the masses? Hence activations at events is a terrible idea that brands should refrain from implementing
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Vacations are here and everyone’s on a lookout for the perfect holiday destination! Adlabs Imagica, situated in the lap of Khopoli, near Mumbai is an international standard theme park which definitely seems promising enough to put a stop to your search for a fun-filled day. Parents are always keen to have their children indulge in physical activities during vacations; and Imagica has lined up many options that are guaranteed to create memorable stories along with an international experience. Children, families and friends can explore indoor and outdoor attractions, thrilling rides, exciting activities, an array of gastronomic delights and much more. Harjeet Chhabra, the Chief Marketing Officer of Adlabs Imagica, said, “Vacations are reward time for families and a opportunity to create memories for life. It is the perfect time take a step away from your regular activities and spend quality time with loved ones. At Imagica we take pride in helping you create these memories and stories. It is an International standard experience with an Indian theme.” Adlabs Imagica also has come up with specially designed offers which include; Friends and Family Rewards and Bye Bye Exams, which are specially designed for those currently on their summer break. Located conveniently off the Mumbai-Pune Express Highway, Imagica & Aquamagica is just a happy drive away from Mumbai and Pune. Log on to www.adlabsimagica.com or call (022) 4213 0405 to avail the exciting packages. With the ongoing vacation months and amazing offers, this seems like the perfect place to create summer memories ward-options-for-audiences-this-summer/#sthash.6Bd4TY2s.dpuf
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The Event and Entertainment Management Association (EEMA) recently conducted a boot camp for EMDI post graduates on campus. With the objective of getting the generation next ready for the event and entertainments industry, the boot camp saw industry experts Sabbas Joseph, Brian Tellis, and Sameer Tabaccowala addressing the participants through sessions on diversified issues within the industry. Speaking about the camp, Sushma Gaikwad, Director Ice Global, and Vice President west, EEMA, who is also a coach and a behavioral therapist conducted an two hour experiential and behavioral workshop on the Secret ingredients to success. Speaking about her experience she said, “The EEMA boot camp was organized for the graduating class of EMDI. The objective was to provide valuable insight on the industry as well as get the student’s future ready through experiential and behavioral workshops.” Brian Tellis, Chairman, Fountainhead Entertainment Pvt Ltd, who interacted with students on the topic “Events – Your Creative Expressions”, had the following to say, “The Experiential Marketing industry is growing at a very healthy rate. To nurture and sustain this growth, it is imperative to attract and train talent. EMDI are working in this direction and the recent Boot camp was a good case in point. It was a pleasure meeting and sharing my experiences with the current batches of students. They hold promise and could be an integral part of this growth story.” The sessions with the students were followed by an extensive question and answer round that allowed the participating to get an insight about the functioning of the events fraternity. Sameer Tabaccowala, CEO, Shobiz, who addressed the students on the topic, “Expectations from Gen Next” shared his experience at the camp and said, “It was great talking to the graduating class at EMDI. Always good to talk to the Next Gen. It reminded me of my beginning in the event industry 25 years back (this week actually). They had very good questions to ask & it shows that they are ready for the Event World. Getting them to understand on what is expected of them in the coming years was a nice topic for me to talk on & hope that they all work hard & contribute to & learn from the companies that they join.” Speaking about the future of initiatives like these from EEMA, Sabbas Joseph Director, Wizcraft International and President, EEMA said “EEMA is committed to educating and nurturing future talent of the industry. We look forward to providing many more opportunities for EMDI students to learn from our collective experience”.
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In a significant development, Integrated Marketing Solutions powerhouse Cheil India has appointed one of the most talented planners from the Asia Pacific region as Chief Strategy Officer. Cheilrecently announced that SonalNarain will be based in the firm’s Gurgaon office, the regional headquarters for South-West Asia. Sonal, who currently serves as Head of Planning at Ogilvy Singapore and is also Head of Ogilvy Change (the firm’s Behavioural Sciences practice) is someone who is by her own admission, ‘obsessed by effectiveness in communication’. At Ogilvy, she has been driving an organisation-wide agenda for effectiveness that has resulted in over 20 wins at all major awards at local, regional and international shows. She was also awarded Planner of the Year 2014 in Singapore. She has worked on brands such as The Economist, Milo, Kimberly Clarke, SoyJoy, Kotex, Huggies, Economic Development Board of Singapore, and the Singapore Sports Council. Remarking on the appointment, Shiv Sethuraman, Group President of Cheil South-West Asia said: “Sonal understands the intersection between media, technology and popular culture and has done impressive work in areas far beyond the limits of conventional advertising. That is what makes her the perfect choice to lead Cheil India’s Planning and Strategy function. We’re aiming to transition into an agency that is ahead of the curve and Sonal will be a big part of that. She understands technology but at the core, it’s her understanding of human behaviour and her focus on effectiveness that set her apart.”
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