Experiential is an important part of the marketing strategy of any brand today. However they are more so important for brands in the alcohol segment because alcohol brands are not allowed to thrive on the benefits of ATL advertising and marketing. Thus they try to woo their prospective customers and build on experiences by constantly coming up with innovative and engaging experience driven initiatives. With their experiential activities ranging from development of intellectual properties to forming associations at rock concerts and festivals, the world of experiential has over the years truly witnessed some amazing campaigns by alcohol brands. This time at EE, we share with you top 5 Innovative experiential campaigns by brands in the alcohol segment. 1-Heineken time travel While most alcohol brands mainly invest in BTL by organizing EDM festivals and music concerts, Heineken in this particular campaign took the road less travelled and used technology at its optimum to charm its customers. Indeed, educating your customers about your brand’s history is a fantastic way of bringing them closer to the brand and make them feel that they are part of its overall identity. Heineken through this campaign got people talking about its history in a very futuristic way; the brand installed a time travel booth which used Leap Motion technology and allowed users to unlock different stages in the history of the creation of Heineken by simply using hand motion. 2- VeuveClicquot’s post office party Another innovative experiential campaign on our list belongs to the champagne brand VeuveClicquot who threw a stylish and immersive branded party for Champagne lovers in New York. As a reference to the mailbox design of its new bottle preserver, which could keep a bottle cool for as many as two hours, Veuve Clicquot transformed an empty studio in New York into a post-office and used the same theme to deliver a grand old school party with waiters dressing up as postmen and many other post offices references. The party was a smart move by brand to engage a large crowd with an initiative of a innovatively themed party that you can simply never go wrong with. I hope some alcohol brands in India get inspired from the concept! 2- VeuveClicquot’s post office party Another innovative experiential campaign on our list belongs to the champagne brand VeuveClicquot who threw a stylish and immersive branded party for Champagne lovers in New York. As a reference to the mailbox design of its new bottle preserver, which could keep a bottle cool for as many as two hours, Veuve Clicquot transformed an empty studio in New York into a post-office and used the same theme to deliver a grand old school party with waiters dressing up as postmen and many other post offices references. The party was a smart move by brand to engage a large crowd with an initiative of a innovatively themed party that you can simply never go wrong with. I hope some alcohol brands in India get inspired from the concept! 4- Amstel Pause Do Nothing Campaign Amstel’s experiential activations tend to circle on the idea that we all just need to take a bit of a break from the hustle and bustle of the modern world. And contrary to other elaborate activations that most brands execute for their customers this one by Amstel was truly unique as it focused on the aspect of “Doing Nothing”, Yep, nothing. As part of the experience the “Do Nothing” vending machine only produced a chilled can of Amstel if people stood still for 3 minutes.This is experience generation for you even if you are feeling lazy. 5-Grants Awesome Job Campaign Well this one comes from the house of William Grants and is currently an ongoing initiative in India. Through the campaign the alcohol brand hopes to find its brand ambassador in the country and the award a winner their dream job and a six digit salary in the country after they have received a detailed training in Germany. Also the most innovative part of the campaign was that no individual can apply for the job of their dreams by themselves. Yes, surprise, surprise! In this particular campaign it was their friends who would influence the campaign judges and advocate why their friend should get his/her dream job. Experience, friendships, relationships all amalgamated in this one brilliantly conceptualized campaign.
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South Korean Marketing & Communications house Cheil has been investing heavily in its capabilities in India and is assembling a formidable presence in Digital.Recently, they appointed SanjeevJasani, one of the most accomplished Digital Marketingprofessionals in the country, as the agency’s Head of Digital. Closely following that announcement, Cheil India is making a number of key appointments to further strengthen itsdigital team, already one of the largest in the country.In Digital Strategy, the agency is appointing Sidharth Shukla as Deputy General Manager and to bolster its Digital Media team, Cheil is also appointing Mohd. Rehan Ali, BaniKalra and Smita Khandelwal. Commenting on these appointments, SanjeevJasani said:-“Cheil India is already one of the biggest Digital teams in the country and we are preparing to grow substantially over the coming months.The core of a great Digital Marketing agency is its people. We are hungry and keen to attract the best in the industry to do cutting edge work.With these talented additions to our team, we are certain to achieve our ambition of becoming the foremost Digital Marketing agency in the country.We are excited to have them join our organization and Cheil India can only get richer by their experience and knowledge.” Sidharth joins Cheil from MRM, McCann Worldgroup where he was National Head- Digital Strategy & Planning. He was with MRMfor over 6 years and has previously worked at Tyroo Media, The Indian Express, TimesJobs.com, MacMillan India and KSA Technopak. With a total work experience around 11 years and an MBA from Amity Business School, Sidharth received a Bachelor’s in English Literature from Delhi University. Rehan, who is joining as Media Director, was working previously with Reprise Media.He helped take one of Microsoft’s key accounts to the global No. 2 position in terms of search performance.Prior to Reprise, he worked with agencies Solutions Digitas, Madison Media and Webchutney and has over 9 years of work experience.He has a Bachelor’s in Business Administration and an MBA (specializing in IT). Bani, who is joining Cheil as Associate Media Director, has over 7 years’ experience in Digital Marketing and her work has spanned Web, Mobile, Social, SEM and Content. Prior to Cheil, she was working with Omnicom Group as Media Director. She has also worked with Starcom Worldwide and FCB Ulka with experience on brands like HP, McDonalds, GSK (Horlicks), Danone, Monster, Aircel, Bausch & Lomb, Whirlpool, SC Johnson etc. Smita, who is joining as Deputy General Manager of Digital Media, is a Chartered Accountant and a CPA by qualification. She has extensive work-experience in India and the US and was previously with Exponential Interactive, a provider of advertising intelligence and digital media solutions to brands across the world. She has also worked with AIG in New York and with South Korean Auto giant Solutec in Michigan.
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Whether you have just launched a startup or are looking to explore new opportunities, networking events are known to significantly contribute to the success of any business venture. In fact the corporate world today can be seen emphasizing heavily on not just attending such events but also organizing the same for their employees and business. Beneficial as they may sound but most networking events today, have a formal tone to them and thus most of the times these orchestrated events prove to be total drag and full of awkward moments. Hence, the onus of creatively organizing networking events lies on the event organizing industry itself. By experimenting with new themes and concepts networking events can truly serve their purpose and still be a lot of fun. We caught up with industry experts who shared their opinions on emerging themes and concepts of networking events. “I think that the new themes of such networking events must be based on current news and happenings around our ecosystem, frequently the most preferred among new concepts are digital and technological in nature”-says Sanjeev Kataria, Business Head, Go live. He further states that since there are a lot of networking events taking place today, it has become a necessity to be unique and still be relevant to the audience. New concepts such as crowd sourcing ideas, unconferencing, user-generated content etc have been talked about a lot but are yet to be implemented. Also other concepts of adopting unique locations, providing a completely different environment and seating is expected to create a lot of interest amongst delegates. Rajesh Varma, Director of CRI Events Pvt. Ltd comments “For me speed dating is a new concept for networking events, making people with different skill sets meet by setting them on communicative interactions, making junior subordinates mingle with seniors and by making people who have never worked together spend time with each other through communicative dates.” Sandeep Soi of EMC Events Pvt Ltd however has a different view. He feels in our country particularly the clients are hesitant to experiment with new themes for networking events. “Huge expenditure is involved in this genre of event too and hence most of the times clients prefer to stick with monotonous themes rather than venturing out. We as event agencies are the catalyst of change but at the end of the day you need to deliver on the exact brief delivered by the client. For now the themes are pretty much the same but how we proceed with the event ensures its success” comments Sandeep Soi. When asked upon how do you comfort and engage the attendees at networking events Rajesh Varma adds-“Pre event socializing on mobile applications and other social platforms takes away the discomfort and collaboration is the buzzword which on its own takes away the discomfort.” “For me team building and ice breaking activities within smaller groups, case studies, getting to know each other games are the most successful concepts that have been tested and proven to deliver magnificent results”-completes Sanjeev Kataria.
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Havas Media Group India today announced a slew of senior level promotions across the group in India. Mohit Joshi currently Managing Director, Havas Media India, has been named Managing Director, Havas Media Group India.Uday Mohan, Executive Director,Havas Media-North is being promoted to Managing Partner, Havas Media-North &East.Soumya Sarkar, General Manageris being given additional charge as General Manager &Branch Head, Havas Media-West. Included in the promotions roster are – Abhishek Jain as Executive VP Investments, earlier VP Investments. Mitesh Desai,Head-Creative, UX & UI is now National Creative Directorand Gregory Phillip has been named Associate VP-Operations for Arena Media. Speaking on the appointments, Anita Nayyar, CEO, Havas Media Group India& South Asia, said - “Havas Media Group in India has been growing at a rapid pace, last year we grew 42%. It has been a straight line graph going upwards since we started operations in 2006 and we have aggressive plans ahead. Companies don’t grow on their own, they need – people. As we scale, we would like to elevatethe passionate people who helped us reach where we are today and we count on them going forward.” The team has also been further strengthened with the joining of TarranumAlam as Executive VP Investments and Chandana Chakravartti VP at the Delhi office and Saurabh Jain who is currently handling the Bangalore operations. “It gives me a lot of pleasure to make this announcement and I’m confident that this team will over deliver and take Havas Media Group to greater heights”, concluded Nayyar.
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[gallery td_select_gallery_slide="slide" ids="1171,1172,1124,1134,509,508,513,512,505,504"] Everything Exprienctial is your news, entertainment, music & fashion website. We provide you with the latest breaking news and videos straight from the entertainment industry.Everything Exprienctial is your news, entertainment, music & fashion website. We provide you with the latest breaking news and videos straight from the entertainment industry.Everything Exprienctial is your news, entertainment, music & fashion website. We provide you with the latest breaking news and videos straight from the entertainment industry.Everything Exprienctial is your news, entertainment, music & fashion website. We provide you with the latest breaking news and videos straight from the entertainment industry.Everything Exprienctial is your news, entertainment, music & fashion website. We provide you with the latest breaking news and videos straight from the entertainment industry.Everything Exprienctial is your news, entertainment, music & fashion website. We provide you with the latest breaking news and videos straight from the entertainment industry.
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[gallery td_select_gallery_slide="slide" ids="1171,1172,1124,1134,509,508,513,512,505,504"]
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Everything Exprienctial is your news, entertainment, music & fashion website. We provide you with the latest breaking news and videos straight from the entertainment industry.Everything Exprienctial is your news, entertainment, music & fashion website. We provide you with the latest breaking news and videos straight from the entertainment industry.
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Everything Exprienctial is your news, entertainment, music & fashion website. We provide you with the latest breaking news and videos straight from the entertainment industry.Everything Exprienctial is your news, entertainment, music & fashion website. We provide you with the latest breaking news and videos straight from the entertainment industry.
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