'Students of the Year' Alia, Varun and Sidharth performing at the event.

AR Rahman and Alia Bhatt among others perform for Aditya Birla Group employees

Marketing | January 7, 2015 | News

Fountainhead Entertainment Aditya Birla Group

Aditya Birla Group (ABG), which is anchored by an extraordinary force of over 1,33,000 employees belonging to 42 different nationalities, hosts the ‘Aditya Birla Awards for Outstanding Achievement’ on a yearly basis to celebrate their achievements and performances  across the group’s global operations.

The three-day event took place last month at the Grand Hyatt in Mumbai while a chatting session was also held with ABG’s Chairman Kumar Mangalam Birla at the Trident on the last day. Fountainhead Entertainment (FH), which has been managing this event since the past 13 years, conceptualized and executed the awards this time as well. FH was in charge of design, communication, collaterals, set designs, stage fabrication, technical setup, show running, permissions, artist co-ordination, etc.

More than 1000 top, senior and middle management employees attended the event. Setting the tone for the year with the theme and achieving higher goals in the future, this year’s theme was Future Fearless.

The first day saw ‘Planet Award Presentations’ with TEDx speakers post every presentation. A speaker session with Jimmy Wales and Vijay Govindrajan was followed by group photo sessions with Birla. The second day featured ‘Sun & Planet Award Presentations’ along with a speaker session with Kofi Annan and Stefi Graf. Dinner featured entertainment with a performance by Nritarutya (contemporary dance troupe) and a stand-up act by Dan Nainan from USA (Indo-Japanese comedian).

The last day kicked off with a chat with Birla and the nominees. With hosts Gaurav Kapoor and Gul Panag, more than 100 awards were personally handed to the winners by Birla. These presentations were interspersed with performances by AR Rahman, Alia Bhatt, Varun Dhawan, Sidharth Malhotra and Shaolin Monks.

There were three sets designed for all three days of the event. Augmented reality was used to make the event more futuristic, with a few of the presenters on stage. A drone was used to deliver winner envelopes and take aerial shots of the show. The pre-function area had multiple engaging booths - one which displayed the winter collection of Madura Garments along with two other booths in which participants could take selfies with Birla.

Commenting on the challenges faced in execution of the event, Rohan Salvi, Vice President - Business Development & Client Servicing (Events), Fountainhead Entertainment, said: “There was extensive planning that took place along with the event management. The content of the show was planned for months, including introductions with an international shadow act group and AVs played across all screens. Right from planning the registration for 1000 people, to the conference, awards nights, photo session and parties, everything was carefully thought of, for the three days.”

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The three-day event, which also featured Varun Dhawan, Sidharth Malhotra, Gul Panag and Gaurav Kapoor, was managed by Fountainhead.

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