The 8th GeoSpa AsiaSpa India Awards ceremony was recently held at JW Marriott, New Delhi. Along with the presence of Bollywood stars like Vidya Balan, Huma Qureshi, Raveena Tandon, Ridhima Sahni Kapoor and TV actor Sidharth Shukla the main highlight of the event was a fashion show by Dubai-based fashion designer Varoin Marwah. EE caught up with Liza Varma, Founder, Liza Productions and Management who managed the fashion show at the event, spoke about the engaging elements at the event, the response received and the concept of integrating a fashion show in spa awards. Q-How was the concept of having a fashion show at Asia Spa Awards conceived? A- I have already worked with Parineeta Sethi in the previous editions of Asia Spa Awards wherein also we featured a spa collection so this is not the first time a fashion show at a spa award has happened. The concept has been designed by me and a designer Veroine Marwah, the event is all about spa awards so we have worked only on eco-friendly fabric and tried to showcase a collection which is all about comfort as it is worn during spa experience which is supposed to be relaxing. We thought on different kind of elements to work on so we came up with metal, fire, water, earth and wood as these are also the elements that are used in spas and hence we came up with this concept. Q-What was the response that you received for the fashion show? A-. Spa is also a lifestyle business at the end of the day and fashion fits in really well with it. We received an excellent response from the guests who had come and also on facebook and other social media platforms and it was one of the main highlights of the award function and people were eagerly awaiting for it since it was announced. Q-What were the other engaging elements at this edition of the Asia Spa Awards? A-The award is an 8 year old tradition by the Asia spa magazine and all the spa’s in the country are a part of it. It is being managed beautifully since its first edition and I have been closely associated with it either as part of the production team or as an audience. It’s an initiative to award people in the industry and in between the awards you saw dance performances from Skeleton Dance Troupe. Of course the fashion show was the grand finale and the designer was specially selected from Dubai who has an amazing future ahead. Q-You have been closely associated with Asia Spa Awards and also are instrumental in organizing it. So what are the challenges you faced while you organized the event? A- I quite enjoyed the entire experience and I never find anything challenging. In the production side we had to look at softness as spa is all about softness, comfort and relaxation so we had to give the venue a very relaxing feel. The backdrop and the entire aura of the place was a soothing experience creatively designed to support the experience of the audiences. Q- What do you think is latest trend in the spa industry and do you foresee any changes happening? A- I think that the industry is definitely is experimenting more as many can be seen providing lifestyle experiences and are also coming up with tailored packages in places like hill stations where in one can relax and comfort themselves. People definitely enjoy the experiences of spa since the individual lives of people have become so stressful. I feel in the future we can definitely see a more better perspective for the industry as a whole.
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As the demand for interesting and engaging experiences is increasing with every passing day people are simultaneously coming up with new and innovative concepts to meet the demand. The most recent addition to the list of such experiences is Ctrl.Shift.Esc, which is an escape-gaming center in HauzKhas Village Delhi. The game promises to bring out the detective in you as it involves multiple participants being locked in a room and their quest for escaping the same in limited time. Within a years’ time from its launch the experience and the concept of the game has gained massive popularity with brands like Google and Accenture using it for team building activities for their employees. EE caught up with Sanwari Gupta and AkshatGoel, owners of Ctrl.Shift.Esc in an exclusive conversation where the latter share their experiences of coming up with the game, their inspiration and the roadmap ahead. Q- How was the idea of coming up with an escape-gaming center like Ctrl.Shift.Esc conceived? Sanwari- Well, me and Akshatboth had heard about online games and also had the privilege of playing escape games in New York and then when we came back to Delhi we thought about bringing the similar kind of experiences for the people here. However in order to make it fit for India we had to make a few changes here and there but overall the idea was to bring the fun and frolic of an escape game in the country. Q- It is considered easy having a gaming center built but the hard fact is marketing it and making it popular. How did you market Ctrl.Shift.Esc? Sanwari- Since this was my first venture and debut experience I completely relied on the Askshat’s opinions on how to market the gaming center as he has had a substantial experience in business enterprises. Interesting fact about the popularity of Ctrl.Shift.Esc is that we did not spend any amount on marketing the game as it was mainly word of mouth which was our biggest asset and brought in the crowd. Akshat- Exactly, we did not do any PR for it as well. Since it was a new concept we basically used social media platforms like facebook and book my show featured us too. Thus we also started getting attention from a few media houses which gave us good coverage so even without spending anything on the marketing of the game we became popular in no time. Q- What are the different corporates that come to Ctrl.Shift.Esc for unique and innovative experiences? Akshat- There are many corporates that have come to our gaming center as they feel the game itself is a unique team building activity for their employees. So far we have served over 50 corporate houses and the most prominent names among them are Google. Accenture, Microsoft, American Express, Adobe etc. Q- What were the initial responses that you received for the game? Sanwari- The response has really been good as most people who try our game have been really positive and happy about it. However there are times when one or two people feel grumpy about it when they do not win. But overall the response has benefitted us as it is the word of mouth publicity that has worked in our favor. Q-How have you priced the game and what do the winners get? Sanwari- The price per person for now is 600 INR but we do offer discounts on group bookings for more than 20 people. The winners who are successful in unlocking their way out of the game get bragging rights only as the game is really challenging. However they do get a photo opportunity wherein they get to hold placards that state they won the game. The photos are uploaded on our official facebook page too so the winners also get their moment in the spotlight Q- Is there a roadmap for Ctrl.Shift.Esc that you have planned for the year ahead? Sanwari- We are consistently getting requests if we can have the game offsite as well so we are currently working on that and we are also coming up with another gaming center in Gurgaon this year itself. Akshat- Also, we hope to make sure that the game becomes a rage all over the country and are seriously considering a few franchise association requests that we have received.
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After its two previous editions in Jaipur and Goa being super successful in terms of creating educative, informative and memorable experiences for its delegates, the third edition of the International Convention of the Wedding Fraternity (ICWF) is back with a bang and promises to be more informative and up a notch in terms of its offerings. EE caught up with Samit Garg, Founder, E-Factor and one of the conveners of ICWF in an exclusive interview where he spills the beans on the highlights, sessions and elements of ICWF 2015. Q-Is there a particular theme that headlines ICWF 2015? A-As such we don’t really have any one particular theme for ICWF 2015 as the idea is to make it more educative, interactive and participative so all of these elements are being directed accordingly to create an experience worth treasuring for the delegates. Q-This is the third edition of the ICWF so what is that extra element that has been added to the convention this year? A- Beginning with in terms of credibility ICWF has come a long way over the last two editions so with Turkey as the principal sponsor this year it is a great achievement for all our initiatives. We can certainly expect around 15-17 people from Turkey to participate in totality the convention will see around 25-50 international delegates coming in to share their opinions, ideas and experiences. Also in year one, the convention had around 40-50 paid delegates, year two in Goa had around 140 paid delegates and we are expecting that number to be 300 this year. So an added element certainly is a more nationalized participation and an interesting fact worth mentioning is that this participation comes out of the EEMA family. So when I say that we are expecting around 300 paid delegates this year, only 40-50 of them are EEMA members and everyone else is coming from different genres of companies from across the country. In terms of content what we curated at Goa last year was absolutely fantastic. And our initiative is to up that level this year so we already have an agenda in terms of what we are doing and how the sessions are going to pan out. Much like previous years this year also we have a stellar line up of speakers like Omung Kumar who is a well known Production Designer and Director now, who will be delivering a session on ‘Nuances of architecture in the space of set design’, then we also have 4 international speakers coming in, Mr. Rob Van Heldan who has over 25 years of spectacular experience will be doing a session on floral arrangements, we also have Mr. Sumant Jayakrishnan who is a contemporary art and costume designer who will be doing a session of scenography and its applications in the space of private social events, we also have Ritu Dalmia and an International wine society doing a session on wine and cheese, so all are efforts are being initiated in bringing this convention at a world class level where the idea is to tell our delegates that weddings are not just about decorations but all about creating a wholesome and memorable experience. Q-The first edition of ICWF happened is Jaipur, the second one being organized in Goa and in the third edition we have come to Delhi. Any particular reason for Delhi being chosen as the city for the convention? A-Well, yes there is a reason behind this. After last year’s convention was over people found it to be an educative and informative experience and thus executives from many companies came up to us and shared that many people missed out on the convention as it had been organized pretty far away in Goa. Hence to make it more affordable and accessible for the industry it was required by us to organize this third edition either in Delhi or Bombay so we decided to go for Delhi. Q-What are going to be the highlights of GIWA 2015? A-The biggest draw this year for GIWA is that we have a big name coming as a process auditor this year. The announcement of the name will happen next week. The last date for entries is July 6 2015. Q-If you have to describe ICWF in just one line what would that line be? A-I would say-‘People who will attend will remember people who will not attend will regret.’ LATEST HEADLINES [Google, Linkedin, Facebook & Eurosport create experience zones at Cannes] Google, Linkedin, Facebook & Eurosport create experience zones at Cannes [Grant’s ‘Awesome Job’ campaign closes its second stage] Grant’s ‘Awesome Job’ campaign closes its second stage [Experiential campaigns that impressed at Cannes Lions ‘15] Experiential campaigns that impressed at Cannes Lions ‘15 [5 spectacular technology driven experiential campaigns] 5 spectacular technology driven experiential campaigns TAGS 2014 Activation Alcohol art Automobile awards Bacardi brands Children Concert Cricket CSR digital EEMA emf entertainment event Events Exhibition experiential experiential marketing Fashion Festival Food Football Goa India IPL Launch Marathon marketing MTV Mumbai Music Percept Showtime Social Social Media Sports Sunburn Technology Tourism Venue Vibgyor Wedding
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After having started his career in the dynamic field of advertising when he was only 19, Tarun Sarda has indeed come a long way in his career spanning over almost three decades. Today as he stands firmly as the CEO of Celebrating Vivaha and Timeless Jewels; one of the most successful wedding magazines of the country, he is also sphere heading the responsibility of organizing Vivaha Exhibitions In and outside India whichs plan to provide solutions to all the problems of a wedding planner. EE caught up with TarunSarda, CEO, CelebratingVivaha on the challenges being faced by the wedding industry, the future ahead for it and so much more. Q-After a successful stint in the advertising industry what triggered the switch into wedding magazine publication? A-The Wedding business in India is the fastest growing recession proof industry. Dealing with various clients for my advertising business, I realized the potential of the wedding market and its contribution to the economy. Weddings is one occasion where people spend the maximum in India and so naturally most of our consumer business – be it clothing, jewellery, travel, home etc is somewhere related to it. The idea of launching my own magazine came about when irealised most of my clients were looking for a platform that would help them reach out to their target audience. Q- What were the challenges you faced while establishing a magazine for the wedding industry in the country? A-When the magazine was launched, there were not too many players in the market. To tell people that this was a one stop solution to all their wedding needs as it covered all aspects of a wedding was a matter of time and effort. Also, the concept of niche quarterly glossies was new. To sustain a qualitative and informative product that would eventually become a must buy for someone getting married had its own gestation period which we passed through. Q-Since you have closely observed the changing trends in the wedding industry please share how has it evolved over the years from your eyes? A-Over the year’s weddings have transformed from being close knit affairs comprising family and friends into big status speaking symbols. Hence the money spent on a wedding has also multiplied many fold. Two decades back people would organise a wedding to celebrate the occasion with people who mattered. Today, a wedding you organise should be such that it becomes a ball mark for weddings in the pipeline. If you cannot do something new and novel, at least do something that is superlative and extravagant beyond comparison. Q-What are the current trends in the wedding industry? A-Destination weddings with celebrity singers and performers has been the trend for a couple of years. What comes as the next step to this is ‘special appearances’ by celebrities. Yes, if you have the money you can well rope in your favourite film star to be the guest of honor at your wedding – who will come like a near and dear one, sit for the function, mingle with the guests, get clicked with you and your family and go back. Who said playing cameo was only for movies? Q-How was the idea of Celebrating Vivaha Exhibitions conceptualized? A-With the wedding magazine having gained acceptance and popularity, the exhibition was the next natural step – an onground shopping experience for people where they can shop anything for a wedding under one roof instead of going from city to city or vendor to vendor in search of products and services. I wanted to make wedding shopping a pleasurable experience for people. Q-What has been the response received so far from the exhibitions? A-It’s our 14th year and we have only increased the number of exhibitions from 2 to 18 annually. The exhibitions have also taken an international route and our Dubai exhibition is looked forward to by the Indians living in the Middle East. Q-What was the idea behind Vivah Pre Wedding solutions and how fruitful is the endeavor in terms of return on investment? A-Pre- Wedding Solutions is aimed at the wedding related services. More than often we are stressed to find the correct venue, caterer, planner and decorator for our wedding and pre wedding functions. Pre-Wedding solutions gets all these people under one roof so that you can finalise vendors and per your comfort, convenience and budget. Q-Where do you see the Indian wedding Industry heading in the next 5 years? A-The Indian Wedding Industry, as I mentioned in the very beginning of our conversation is the fastest growing recession proof industry. No matter how the economy is, a father will always give his daughter the very best. Since the economy is on a boom any which way, the next 5 years should be peak time for the industry. Weddings will only grow bigger and better and thus the industry too will be in its full bloom.
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Talent management is undoubtedly one of the biggest and the most recent trends to take the events and entertainment industry by storm. With the industry witnessing a rapid inflow of younger and newer talent, the number of talent management companies are also increasing each day to facilitate their management. But with numerous cases of last minute cancellation of performers at events it is important to know how and where do these talent management companies step in at such crucial times do? EE caught up with Puja Agarwal,Director,Pearl Talent Management, one of the most trusted talent management agencies in the country on talent management issues in the country, the challenges of handling talent and so much more. Q-What are the current trends in terms of talent management in the events and entertainment industry? A- With time, talent management is trending a lot, especially in semi-metro cities and town. Booking a celebrity for a live concert, a store opening, a wedding or a corporate event is in much demand now, but many of the clients do not know the budgets and the procedure, So as an Agency our first major role is to guide them with proper details and suggest them about their marketing, PR activities and dealing process, etc. So the need of a talent company arises for not only established events planners but also for people who want to have or work with talents for events but do not have a concrete idea of how to connect with them are misled by ill-conceived notions. Also in terms of artists, it can be said that most of them seem to value relationships now. As in cases of performers with whom we have even worked beforeare even willing to perform free of cost. However, they do have their own preferences when it comes to hospitality and security issues which is something known to us in advance and hence we manage them. Q-What are the challenges you face while functioning as a talent management company? A-With every new event comes a new challenge. There is not a specific issue or concern that we face on a regular basis but in my experience I have come to know and understand that you have to know your team well and work as parts of a smoothly functioning machine it is only then when you are ready to take on any challenge that comes your way. Q-Today there also exists a situation where an artists is being simultaneously managed by many talent management company that creates a lot of confusion for clients? How does Pearl manages to stay away from such chaos? A-We always believe in smooth functioning when it comes to any deal with our clients. We as a talent management company are always certain and clear on every aspect of deal being managed and that is the only solution to the chaotic situation you talked about. Be it the remuneration or the hospitality, all the aspects of the business transaction are openly stated to the performer as well as the clients so that everyone has a clear and concise idea of how the deal will progress. Q-What are the pros and cons of being a talent management organization in the events industry today? A-Every coins has two sides, however I would like to solely focus on the positive side of it. As a talent Management agency you get to socialize with best of creative people from the Industry which increases the scope of work and knowledge. Also you get to work with big brands, bigger deal means bigger pay offs, you get to travel all over world, hobnobbing with celebrities is all so much fun. Also talent management is not a 9am-6pm office desk job so the break in monotony and the excitement level is an added bonus. Q-Today the industry has seen emergence of many talent management organizations so what does Pearl has to offer differently than the other companies of this nature? A-We always work with perceptive of a long term association with our clients and on each step we guide them the best, this is something embedded in our core values and something that we as an organization fervently believe in. Also Peak as a company believes in Quality Work and not Quantity, which is the reason our Clients are always happy and comfortable working with us. Q-The industry is also witnessing numerous cases today wherein a talent refuses to perform at a sold out event at the last moment? Where does a talent management company steps in at these circumstances? A-It takes two hands to clap. No artist will ever spoil their name or refuses to perform without a genuine reason as it also reflects upon their image in front of the audiences. Sometimes clients fail to pay artist as per commitments, and sometime there are false commitments which an artist is informed about only minutes before the show such as security problems etc. We as a company make sure that such concerns are clear at least two days before the event date and so that all functions smoothly on the actual day of the event. Infant, to be really honest we have never faced such problems. Q-What are some of the noted clients that you manage and how has Pearl helped them? A-We Mostly Manage Work for Soha Ali Khan, Pooja Chopra, Sara Loren, KarishmaKotak, Evelyn Sharma, Chahat Khanna, ArvindVegda to name a few. We recentlysigned an endorsement deal for Rovaan Hair Oil with Soha. Q-Do you feel that talent management companies like Pearl are instrumental in providing a platform to younger talent today? A- Absolutely, it is an integral part of our job to recognize talent and nurture it before the medals prove the point. It pays huge dividends to identify a Talent that is likely to catch the imagination of the masses in the coming years and pick a rising star in that field. And this takes foresight. Like we recently singed the most raising youngest Playback Singer “DeepanshuPandit” who have sung “Chill Gaye Naina” with Kanika Kapoor from “NH10″ starring “Anushka Sharma”. This 21 years old Talent is blessed with Good Voice, recently he got selected by AR Rahman Institute for his vocal training. So when we sign on such rising star it not only builds on a platform to promote the talent who can perhaps charm the masses with their performance with the same impact of an established performer at much lesser pay but it also lays down the foundation of our relationship as a talent management agency with the artist so that it is a win-win situation for both in the long run.
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