The event was executed by Apex Entertainment. The challenging feat of ideation, along with execution, was managed within 48 hours only. Speaking on why Apex was the chosen agency for this initiative, Kartik Jobanputra, Director, Apex Entertainment, said: "It was a multi-agency pitch, but we, as Apex Entertainment, are known for our out of the box thinking and understanding the ideas of the client. We always make our pitch customized and catered to our client's needs which gives us that edge over others."
Neha Dhupia, a well known Bollywood personality, joined the likes of Deepika Padukone, Chitrangada Sen and others as the quintessential beauty adorning the cover page of the magazine. Electrifying music combined with appetizing food set the tone for the party. Cocktails made with fine Artic flavours were the favourites of the evening.
Commenting on the association, Abhishek Modi, CEO, Modi Illva, said: "Artic Pure Italian luxury vodka has elevated the level of the vodka consumers in India with luxury, style and taste. Our brand believes in celebrating life with style and grace and bringing out the pure essence of life with no pretence. Artic aims to take style to another rank by making it more extravagant, sensuous and flavourful."
Vivek Parikh, Editor, Maxim, further added: "We are glad to partner with Modi Illva and celebrate our success, along with stylish Neha Dhupia. With our association with Artic, we aim to bring a fresh outlook to our Maxim consumer by holding their individuality and originality and adding an essence of luxury and timeless style. We look forward to an exciting association that takes fashion and glamour to another level in India."
Besides branding elements like backdrops and posters, a customized, hand crafted 7ft. acrylic Artic bottle was deployed at the venue. The event was promoted through the digital media platform where contests were conducted on Twitter.