This year, the event took place in St. Petersburg and Moscow in Russia, and was executed by Encompass. The APPC convention was a month-long activity, taking place from May 16 to June 17, which catered to 1,200 dealers, divided into five groups. The exact sequence of events was executed five times in a row for the individual batches over the course of one month.

The dealers were divided such that the first three groups were ‘Premium Members', where the dealers came with their spouse / partner, and the remaining two groups comprised of only ‘Members', who were single dealers only. The convention bore the theme, A Team - Command & Conquer, and within this was divided into the Royal theme, Russian Village theme, Army theme, etc. Each event, which was repeated five times, took place over the course of six days.

Encompass has a longstanding relationship of 12 years with Asian Paints. This was the 12th year in which Encompass executed the Asian Paints Privilege Club. They were responsible for managing the entire event which included the décor, branding and technicals. They were also responsible for designing the event and conceptualizing the theme.

At St. Petersburg, the convention began with an opening ceremony, where the Royal Russian theme was portrayed showcasing Peter The Great and Catherine. The next day was dedicated to sightseeing at the Peterhoff Gardens, followed by the Russian Village, where the guests were involved in village activities such as sawing wood, walking on stilts, masterclass, homemade, spirit tasting, etc. In the evening, they were taken to a bowling alley for dinner and bowling across 26 lanes. The third day was at Tutari Park, where a Russian army camp was set up and the guests had to cross various obstacle courses as part of the team building activities. They also got to experience BRDM rides and a weapons assembly session. The evening saw them enjoying the Nikolavsky show, which was a musical of Russian folk dances. On the fourth day, they travelled to Moscow for a cruise dinner accompanied by a talent show. While the delegates visited the Red Square and Kremlin on day five, they also attended the gala dinner, where each one of them was awarded at a ceremony and entertained by Dia Mirza and Valerie Ashlin Group, who showcased an acrobatic act. The entire show was hosted by AK Rahman.

Commenting on the event, Kunal Rai, Associate Account Director, Encompass said: "It was a proud moment for us, working on a landmark event. The inputs support and involvement that we got from the Asian Paints team helped us in successfully executing the event. The event was a challenge as we had to work with crunched timelines, along with the language barrier which we had to face in Russia. The entire planning and the team work paid off and the event was executed flawlessly."