E18 received the mandate for Uphoria 2012 on the basis of a multi-agency pitch. They were responsible for managing all aspects of the event, ranging from the planning and staging to the detailing of the execution strategy. They were mandated to create a memorable experience, while involving the employees as part of the content. Commenting on their first time with Tata Technologies, Navneeth Mohan, Sr. Vice President, E18 said: "We stood out in a multiple agency pitch and that's what matters. It's the beginning of a new relationship, and we hope to take this forward."
Uphoria is an annual day and an employee day which saw a gathering of 5,000 employees, including delegates and board members from around the world. Hence, the show for the evening was built around the employees.
Maintaining the essence of ‘Annual Day by the employees for the employees', senior managers hosted the show and did role plays rather than professional emcees. The employees themselves trained with professionals from the fields of dance, drama and music, before auditioning for various roles in the performances for the evening. In addition to all this, 68 awards were given out as a part of the employee recognition event. As a run up to the main event, the Tata corporate communications team handled the internal communications publicising the coming event. They also handled the auditions for the employees.
For the non-employee entertainment, E18 arranged for Shankar, Ehsaan and Loy to deliver a rwo-hour performance, which complemented the ‘euphoric' theme for the evening. DJ Roger Rodrigues took over during the gala dinner and left the employees asking for more.