India’s exclusive platform for Experiential Marketing

Print Newsletter July 2008 07

‘For Kids By Kids’ at Crossword Kemps Corner Crossword bookstore and Scholastic Publishers

launched the book ‘For Kids By Kids’, penned by winners of Scholastic Writing Awards, on June 14, 2008. The Scholastic Writing Awards (SWA) is a nationwide short story and non-fiction writing competition for students, and has been held annually for the last nine years. This year, the competition was open to over 3,000 schools. The intent has been to showcase the new and exciting voices of some of India’s most promising writers between the ages of 10 and 16 years, according to organisers.

Print Newsletter July 2008

Th e V o d a f o n e Crossword Book

Awards for 2007 were announced in early July, with Amitav Ghosh, a winner of the award in 2004, presiding as chief guest. Seventy EMG is behind the production of the award property. The winners for 2007 are: ‘A Girl and a River’ by Usha K R for the English Fiction category,

‘The Last Mughal’ by William Dalrymple for English Non-Fiction and ‘Chowringhee’ by Sankar (translator Arunava Sinha) and ‘Govardhan’s Travels’ by author Anand C P Sachidanandan (translator Gita Krishnankutty) jointly for Indian Language Fiction Translation. ‘The Vodafone Crossword Popular Book Award’, introduced in 2006, was won by Namita Devidayal for ‘The Music Room’.The packed audience included writers, publishers, critics and book-lovers enjoyed the event. Noted theatre personality and actor Tom Alter was the host for the evening. The audience was treated to an eloquent rendition by classical singer Shubha Mudgal, and the evening also saw dramatisations from the winning books by noted theatre personalities.

Books come to life at Vodafone Crossword Book Awards 2007

Zee Café launches The Green TurnZee Café has launched The

Green Turn, an environmental awareness programme targeted at the young generation of the nation. On World Environment Day, saplings were distributed to people through the day, for free. Popular youth hangouts across the city were in focus as volunteers and promoters spread the message that is fast finding resonance with the youth. The recipients also took a green oath, committing to protect and nurture the sapling. While several organisations found out some way of spreading the message on the day, not many gave away saplings free.

Sixth batch of EMDI trainees enter industry

EMDI Institute of Media and Communication, an international professional training institute, held its sixth

Annual Convocation ceremony in mid-June. The chief guest was Martin da Costa, Managing Director, Seventy Event

Management Group. The insitute offers courses in Advertising, Public Relations and Radio, besides Event Management. Sharing his thoughts on the event, Deepak Choudhary, Director, EMDI Institute of Media and Communication, said, “It’s a proud moment for us. Handing over the diplomas to successful students is a great achievement, not just for the students, but also for us. We wish the students the very best for the future. Event Management offers tremendous scope for growth and is already gaining ground as a viable career option.”

Martin da Costa addresses students

23

Hindustan Times Smart Kids ’08: The ultimate Hangout for kids!Hindustan Times organised ‘Smart Kids

’08’ in Mumbai, in mid-June. The chosen venue was the Inorbit Lawns in Goregaon. The event catered to children of age group from 4 to 14 years. The timing of the activity coincided with the summer vacations of kids. They had an opportunity to participate in this event and showcase their talent, learn, win, shop and do lots more.

Big Bazaar Bombay Times Super Mom ! Super Mom 2008 was an occasion for young mothers to step forward and

present their achievements. Moms rushed to participate in the Super Mom Pageant on May 26 at The Club in Mumbai. Big Bazaar and Bombay Times had this celebration as an extension to Mothers Day, and it was a contest to applaud all young mothers who successfully juggle their various day-to-day activities. HDFC was the vision partner and Midas Modelling Group the event partner.

Hyundai Motors’ ‘Ghar Ghar ki Pehchaan’ Hyundai Motor India

takes its technology to rural India with the launch of its all new promotional scheme ‘Ghar Ghar Ki Pehchaan.’ Through the scheme, he company would extend special schemes for government employees in rural areas and members of Gram Panchayats on the purchase of its Santro model. The scheme was launched on May 1 will continue till July 31, 2008. Through this rural scheme, the company plans to touch a base of at least 58 per cent of Indian villages with a population of 500 and above.

05

Bridgestone brings Ferrari F1 car to malls, to promote PotenzaBridgestone, the official

supplier of tyres for Formula 1 cars, showcased a Ferrari F1 car in select malls across the country. From road safety campaigns to air conditioned lounges and premium in-shop services, the brand’s focus on BTL has visibly increased. In an effort to build a more personal connect with consumers, the tyre manufacturer has decided to improve its in-shop experience for customers too. Several road shows surrounding the brand are on. The Ferrari car was showcased at Delhi and Gurgaon initially, and soon zoomed in to Mumbai.

Smart Workplace Awards 2008: ‘If you’ve got it, flaunt it’The Economic Times, Intel and Acer announced

the ‘Smart Workplace Awards’ for felicitating employee friendly organizations. The awards aim to recognize organizations that empower their employees, increase their ability to stay connected through use of technology and make life easy for employees and customers. The Awards are targeted at organizations across Delhi (NCR), Chandigarh, Mumbai, Pune, Ahmedabad, Bangalore, Chennai, Coimbatore, Hyderabad, Cochin and Kolkata. Evaluation criteria are broadly based on technology infrastructure, security & mobility, office infrastructure and employee engagement.

DNA Ya! SpaceStation: 3-day Shopping Extravaganza for KidsDNA Ya! Space Station was a 3-day event held in Mumbai betweem

June 6 to 8 at the World Trade Centre. This fun, frolic, shopping extravaganza for kids was presented by Sunfeast biscuits. The event saw different kinds of exciting activities and workshops for kids. A ‘Planet Ya!’ was created at the venue where one could experience the mysteries of the universe and click photos with aliens / astronauts. A ‘Pathshalla Puppet Show’ was also held. The extravaganza also included ‘Tears To Cheers’ kids salon, which offered funky haircuts and nail arts. The rock band ‘Something Relevant’ also performed at the do.

India’s exclusive platform for Experiential Marketing

Print Newsletter July 2008 08

Vixture Gaming Championship Gaming is growing in India. Zero Friction put together

the ‘Vixture Gaming Championship’, with total prize money of Rs 50 lakh. The finale was held in Mumbai between June 13 and 15 at the World Trade Centre. Vixture featured five games by Electronic Arts. Teams of five gamers each played five games, with preliminaries in Mumbai, Delhi, Kolkata, Bangalore, Hyderabad and Pune between May 15 and 30. In addition to the single prize of Rs 20 Lakhs to the top team and Rs 10 Lakhs to the runners up, top gamers in each of the five games won Rs 4 lakhs each. What better way to grow a game than to reward the winners handsomely?

From L to R: EA India Business Manager Prashant Ojha, Zero Friction India DirectorCharu Sabale and EA India Marketing and Administration Manager Yashdeep Bali

2305

and producer Kumar Mangat joined Radio One owner Tariq Ansari and Sabina Sanghvi, Station Head (West), to celebrate the evening. Celebrities like Jackie Shroff, Amol Palekar and Rati Agnihotri were also seen at the do.

Big FM Bangalore celebrates ‘No Tobacco Day’ while Baroda goes GreenBig FM Bangalore celebrated ‘World No Tobacco Day’ with an aim

of spreading awareness regarding the dangers of smoking amongst youth. The station initiated an on-ground activity titled ‘Dhum Iddiya’ (Do you have Guts) where the team challenged smokers against smoking and advised them against it. A dummy in the shape of a huge cigarette was carried as a dead body across various parts of the city with high footfalls to create strong visual impact. Bangaloreans participated in this drive and many youngsters came forward and stubbed their cigarettes and took an oath to never smoke again and spread the awareness against tobacco consumption. People were encouraged to join and support their opposition against tobacco consumption by signing on a Big Banner. An OB van, carrying the station RJs gave live updates of the on-ground activity

Big FM Baroda, meanwhile, not wanting to confine the environment friendly initiatives to a single day in a year, has begun a ‘Go Green’ drive in Baroda. The station has tied up with the New Era School in Baroda for various environment-related awareness initiatives. As part of one such initiative, on July 05, Breakfast Jock Tejal along with students and teachers of the school lead a rally on Global Warming from Abhilasha Cross Roads to the city market in Baroda. The on-air promotions for the event began a week in advance with RJ’s providing environmental tips and inviting listeners to participate in this rally. The rally will eventually transform into a human chain bordering the famous Swati Market and make people aware about the harmful effects of emitting heat-trapping gases and how it leads to global warming.

Radio City’s ‘Navvula Don’ in HyderabadTaking forward the quest to give Hyderabad

its first ever on-air Fun Jockey (Fun J) with ‘Navvula Don’, Hyderabad’s Radio City has identified the top five contenders to compete for the final title. The station has finalized Phani, Sanjay, Sabeer, Asif and Yellesh in the nation’s first ever Fun J hunt. Listeners could catch these five Fun J aspirants go LIVE on-air on ‘Whatte Fun Mornings’ with RJ Vamsee from June 30 to July 4, 2008. The winner would then be announced. ‘Navvula Don’ is supported by a robust hi-decibel promotional campaign comprising extensive outdoors, on-air and ground support, which has been radio active from June 14, 2008. With ‘Navvula Don’, City Center Mall comes on board as the Ground Partner. Radio City also celebrated its 7th Anniversary on July 3, 2008 with various on-ground celebrations.

India’s exclusive platform for Experiential Marketing

Print Newsletter July 2008 09

Red FM rocks the CSR route with Quit Smoking Express and ‘Vote for Boat’Red FM has gone the CSR

way with two initiatives over the past couple of months. The station joined hands with Pfizer, Salaam Bombay, and BMC to organize a Quit Smoking Express, which was aimed at spreading awareness about the hazards of smoking among youth. The campaign kick started on May 25, and comprised on air and on ground elements in the cities of Mumbai, Delhi, Kolkata, Chennai, Bangalore and Hyderabad, culminated on May 31, 2008. As part of the on ground activation, the Red FM Quit Smoking Express, comprising of private buses, travelled the roads of these cities propagating the anti smoking message.

In another initiative, Red FM has tried to bring relief to Mumbaikars in the event of incessant rains. Post the infamous ‘July 26 deluge’, monsoons are a dreaded ritual for residents of the city. The station has chalked out plans to make life easier during the monsoons. From ushering under the station’s umbrellas on rainy days, to free pick ups and drops in the station’s Qualis vehicles, to an actual Red FM Boat to the commoner’s rescue, Red FM is at it, and getting ready to swing into action when thunder strikes. The contest to win the boat was simple: listeners could ‘Vote for Boat’ if their area is drowning in the downpour. The area with the highest number of votes, Vakola, won the boat.

Radio One celebrates Pune launch with stars and listenersWinners of Radio

One FM’s contest ‘Mumbai Ki Awaz Ka Raaz’got a chance to meet with Jackie Shroff, Mashhoor Amrohi, Prem Chopra and Shahzad Khan, the stars of soon-to-be-released Bollywood movie Hum Se Hai Jahan, on June 2, 2008. The contest saw over 30,000 people call in to participate and 120 of them won prizes and cash rewards. The stars met with the winners, took photos, signed autographs and even joined them for ice creams at Mumbai’s new dessert lounge ‘Hokey Pokey Ice Creams’. The station also celebrated the launch of its station in Pune, at a glittering party held at Pune’s new O Hotel on June 7, 2008. Bollywood stars from the film Haal-e-dil

S FM connects with Orissa As a part of its first anniversary celebrations, S FM celebrated ‘Rajjo’ in style in Cuttack,where it hosted

a three-hour ‘Rajjo Special City Live’ in front of a popular mall on June 14, 2008. In another special initiative in Bhubaneshwar, RJs, with the help of the city traffic police, caught hold of some of the two wheeler riders at various traffic junctions who were not wearing helmets, and innovatively informed them the benefits of wearing one.

On June 21 and 22, the station did a live event as a part of the City Live show, at the Forum Mart in Bhubaneshwar. With all the jocks present for the event, it became talk of the town, claims the station. The station also came up with a unique concept of S FM Treasure Hunt Challenge, in which four different clues were given to participants. The first was given on air, and the rest given from the different parts of the city. Challengers were required to decrypt the clues and reach the last destination point - which was the SFM office, appropriately. The concept, being the first of its kind in the city of Bhubaneshwar, was ‘quite successful’, said organisers.

India’s exclusive platform for Experiential Marketing

Print Newsletter July 2008 10

2305

Anurag Gupta moves to Mudra Group Anurag Gupta has joined the Mudra Group as its President

– Strategic Initiatives and Integration. To begin with, his focus will be on the group’s venture into Events, Sports, Rural and Retail marketing.

He will, like the heads of the other Marketing Services in the Mudra Group, work with Pratap Bose, the newly appointed Mudra Group COO. Anurag will also work very closely with Bose and the senior Management of the successful SBUs in the Mudra Group, to integrate solutions and build seamless through-the-line capabilities. Anurag’s last role was President of Ogilvy Action.

India Infrastructure Investment Conference 2008 Terrappin B2B Media is organizing the India Infrastructure Investment

Conference 2008 in Mumbai from October 7 to 10, at Hyatt Regency. The event aims to be a platform where global investors, financiers and developers meet Indian regulators and infrastructure owners to discuss investment, capital raising and partnership opportunities, and the emerging issues of private investment in India infrastructure sectors such as: roads, seaports, airports, rail lines, utilities, energy generation and distribution systems.

International Business Conferences ‘FMCG India Retail 2008’ FMCG India Retail 2008 is to be held

in Mumbai on July 10 and 11, at The Orchid. The theme for the event is ‘New thinking and strategies that generate growth’. The issues to be addressed include: New-age Food Retailing Strategies, New Retail Formats, Indian versus Global FMCG Sector, Laws and Regulations, Supply Chain Management, Managing multiple retail channels, Building a successful Mall and Retail Financing. The event will see participants from manufacturers of FMCG products like Household care and Personal care products. The event is being organized by International Business Conferences.

WBR organizes ‘Trade Tech India 2008’ WBR (Worldwide Business Research) is organizing the ‘Trade Tech

India 2008’, at The Taj Mahal Palace and Tower in Mumbai from September 10 to 12, 2008. The event aims to address opportunities within the Indian market for the advancement of electronic trading as well the latest regulatory developments from SEBI. The lead sponsor for the event is DSP Merrill Lynch. Fidessa Financial Technologies and GL Trade are the strategic sponsors for the conference, while CNBC TV18, Money and Dalal Street are the official media partners for the event.

‘Engage Children Attract Parents’

Haymarket Events organized Marketing’s Second Annual Conference on ‘Engage Children Attract Parents’, which aims to ‘explore

current behavioral insights and successfully harness media channels to ethically optimize a brand’s exposure’. It was held on June 26, 2008, at the Cavendish Conference Centre in London. The conference saw brands like The Disney Store, Start-Rite and CBBC discussing how they used integrated multi-channel campaigns to effectively communicate their message. Burger King revealed how they were taking a responsible stance in their marketing to ensure that they adhered to moral guidelines. The National Consumer Council and The Advertising Association also joined the discussion on the panel.

‘Best of Digital Marketing’ in LondonRevolution Magazine presented a conference on ‘The Best of Digital

Marketing’ at The Grange City Hotel in London on July 1, 2008. The event aimed to target the issue of monetizing digital channels and inspiring consumer engagement by capitalizing on the future of digital marketing.

Speakers included Emma Jenkins, Head of Digital Marketing, P&G; Simon Morgan, Industry Head, Google; Mark Bainbridge, Marketing and Communication Director, British Army; Jason Stockwood, MD, Match.com International; Shiona McDougall, Group Marketing Director, Harper Collins; Ian James, Global Head of Digital, Bacardi Global Brands; and Ron Diogio, VP- Product Development, Economist.com amongst others. The conference was being organized by Haymarket Events.

Introduction Trade Shows’ ‘Times Gifts and Premium Fair 2008’The event is scheduled to be held in Bangalore from July 11 to 13,

2008, at The Grand Ashok and is targeted specifically at high-end audiences and bulk buyers. The exhibition will focus on Gifts and Giftware; Timepieces and Lifestyle products; Premium Stationery and Writing Instruments; Trophies and Souvenirs; Premium Jewllery; Premium Cutlery and House wares, Festive and Home decorations and Collectibles.

CONFERENCE WATCH

For event updates, log on to www.eventfaqs.com

Promax/BDA India Conference 2008Promax/BDA was held

on May 28 and 29, 2008, at the Taj Lands End, Mumbai. It put the promo and marketing worlds under the microscope to help rethink, reinvent, reconnect and revolutionize the way audiences are targeted. NDTV Imagine was the Platinum Sponsor for the event. The gold sponsors included INX Network and Reliance Communications. The associate sponsors for the event were Big Bang and Fuzz, BDA Worldwide and Disney Channel.

India’s exclusive platform for Experiential Marketing

Print Newsletter July 2008 11India’s exclusive platform for Experiential Marketing

Print Newsletter July 2008 06

‘Faceless’ people pre-sell Lotus car, on ground This one might actually be a contender at several award shows next year.

A bunch of ‘faceless’ people were spotted at several public events in London, including Wimbledon and the Silverstone F1 Grand Prix. They sported skin-coloured, thin, rubber or latex masks. According to news reports, this is a campaign by Lotus, to create hype around its new car. The expensive sports car is to be revealed at the London Motor Show on July 22, and is reported to be a Lotus Eagle. What’s this about? Seems like: ‘You are faceless until you own a Lotus Eagle?’!

CONFERENCE WATCH

‘Talent Management and Retention’The second annual HR Conclave 2008 was held from July 23 to 25, 2008 at the JW Marriott in Mumbai. The event was organized by Informedia India, a subsidiary company of Expomedia Group PLC which is an international media Group with interests in exhibitions, conferences, venue management and related publishing. The conference on ‘Talent Management and Retention’ was aimed at jointly exploring the emerging role of HR in keeping pace with the fast moving business scenario, by constantly adding value and providing HR with upgraded skills to maintain the competitive edge.

‘Global Marketing Strategy 2008’ this September

Global Marketing Network, in association with Ashcroft International Business School, part of Anglia Ruskin University, is presenting

‘Global Marketing Strategy 2008’, a one-day conference featuring Svend Hollensen, a global marketing authority. The event is scheduled for September 3, 2008. Svend Hollensen will share practical insights from his book “Global Marketing: A Decision Oriented Approach”. Svend will be supported by guest speakers who are taking their brands global in both B2B and B2C sectors. Some of the speakers roped in are: Will Ghali, Marketing Director of iconic beer brand Cobra Beer and Neil Stevenson, Marketing Director of the professional accountancy body, ACCA.

Streaming Media Europe 2008 scheduled for October in LondonStreaming Media

Magazine is organizing the event, which will be held on October 16 and 17, 2008, at Novotel, London West. Streaming Media Europe 2008 is an event on how to use and exploit the latest mobile, streaming and digital technologies in advertising and marketing campaigns.

Images Group’s Food Forum India 2008 The Food Forum India (FFI) was held this

May at the Renaissance Hotel in Mumbai. The two day food conference saw a Food Vision Conclave, Leadership Sessions, and exhibits of Futuristic Concepts in food businesses. The Forum also presented the Coca-Cola Golden Spoon Awards 2008 for excellence in food retailing. Images Group organized and managed the entire event.

‘Integrated Marketing Conference’ in Singapore on July 14, 2008

Pacific Conferences is organizing the Integrated Marketing Conference scheduled for July 14, 2008, at the Pan Pacific Hotel

in Singapore. The aim of the event is to help one optimize new and traditional media for sustainable customer relationships and profits. The conference will see case studies from DHL, Citibank, Procter & Gamble, Samsung, StarHub and TopShop. The event also seeks to help the attendees learn how to activate influencers and create Brand Evangelists through Buzz, Viral, Blogging and Guerrilla Marketing.