AFP Splashes the Colours of Incredible India for Sony

Marketing | March 20, 2017 | News

A for Pineapple Sony Hyatt Regency

Sony Family Day is among the most important annual affairs for Sony India. And like every year, the client called for a multi-agency pitch to pick an agency to execute the grand fiesta. While AFP won the mandate to manage the event for the last three years, it once again had to outshine the others’ ideas, and outperform them in the pitch process.

Perfectly in-tune with the brief provided, AFP conceptualized the event theme –SPLASH, Colours of India for the event which took place at the Hyatt Regency Gurgaon on January 21. Around 1500 employees attended.

“The part of the event that was most difficult was catering to the fancies of a panel comprising of 8 different team heads,” said Ajit Singh, Regional Head, AFP, “We had to conceptualize pre-event activities for employees and their families, plan fun activities for guests of different age groups, and provide entertainment packages that would cater to a family audience. And all this in some way had to depict Colours of India.”

In addition to managing the event, AFP also had to generate pre-event buzz. Says Singh, “India is a dynamic country and that gave umpteen ideas for the pre-event hype. AFP started with splashing the colours of India in Sony’s head office. A week prior to the main event the employees indulged in the game of Lucky envelope, where a huge wall was created at the main entrance with multi-colour envelopes and lucky winners won Hotel vouchers. The cafeteria was decorated with the graffiti of India Map where employees could write quotes on it and the best quote would win exciting prizes. A Kathakali countdown standee was installed in the lobby and the venue sparkled with sprinkles, thematic danglers and posters. Even the office cutlery was colourful spoons, forks, plates and cups. The result was an excited bunch of office goers eagerly awaiting for the D-Day.”

The main event came with challenges such as constructing a mammoth set within 12 hours and finishing rehearsals on time before the show started. At 4.30 pm, the guests arrived at the venue. The entire 25,000 sq ft of banquet space was draped in the modern colours of India. The audience entered through a mammoth arch gate of 60 feet into a UV lit tunnel and reached for a photo-op junction that had a huge façade of Colourful Monuments. The complete venue appeared like a kaleidoscope of Indian Culture.

The stage was constructed with a huge 3-level structure embellished with a curved LED on a multilevel stage featuring Indian Monuments. The hosts for the evening television personality Rithvik Dhanjani and the elegant Shobha Rana had the audience engaged in interactive games and rolling in laughter.

The entertainment for the event began with a specially choreographed dance act by Sumit Vinod with Background LED GFX. This was followed by an energetic performance by Urban Dance Crew. The audience were then put into a musical trance by the charming, charismatic Karishma Tanna. And the grand finale was a performance by Bollywood singing queen Kanika Kapoor. Sony employees grooved to the musical extravaganza packaged with an Indian ambience.

A separate stage was constructed for kids. Further, to cater to audiences of different age groups, marital status, and gender, more than 50 activities were staged.

1500 employees of Sony were entertained in a grand extravaganza at Hyatt Regency Gurgaon, with performances by Kanika Kapoor, Karishma Tanna, Urban Dance Crew and more!

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