Blue Star launches its range of products across five cities
by Dharm Patel Marketing | March 4, 2015 | News
Blue Star Fountainhead Entertainment
Blue Star recently held a multi-city launch for the new range of its room air-conditioning and refrigeration products for 2015. Themed ‘Transformers’, the launch events saw an average of 350 attendees in each city, namely Mumbai, Delhi, Bengaluru, Chennai and Kolkata.
Fountainhead Entertainment (FH), which has been associated with Blue Star for almost a decade and handles its events through the year, won the multi-agency pitch for this year's launch as well. FH was briefed to conceptualize a disruptive event to wow the dealers and ideated the whole event right from the theme to the product presentation.
The event started with an informative welcome speech by Mukundan Menon (Executive Vice President - Air-conditioning & Refrigeration Products Sales Group, Blue Star). Menon highlighted the key product list for 2015 and also spoke about Blue Star's marketing plan for the year. Towards the end of the welcome speech, key dealers were felicitated on stage based on their last year's performance.
The first act for the evening was Skeleton Dance Troupe's interactive Tron dance which then cued the main AV, which was an interactive film shot with the two main characters in specially designed costumes. The film depicted the current global warming situation with a 'Destroyer' who is brought into existence as a result of human's greed. The Destroyer is then fought and defeated by the ‘Blue Star eXpert’ which highlighted the brand’s continuous efforts in making greener products and helping the environment. This was followed by a presentation which spoke about the additions to the product list of 2015. The kabuki screens on the stage’s sides then dropped to unveil the products, surprising the guests.
The pre-function area had a long tunnel with a fog screen, creating suspense amongst the guests. There were also photobox units set up with Transformer-style props to engage the guests. The dealers were mesmerized with a 270º panoramic visual experience which was achieved as 3D content was played through the entire stage and product display areas on the sides.
Commenting on the event, Girish Hingorani - General Manager, Corporate Communications and Marketing, Blue Star, said: “Fountainhead has been our partner in most of our events for over a decade now and they continue to exceed our expectations. They helped us formulate a theme of ‘Transformers’ which was executed through projection mapping, 270 degree view, high-end 3D graphics and a kabuki system. The conceptualization as well as execution of this rather formidable and technically challenging theme was commendable. The target group comprising dealers and retailers, who have attended several launches of other consumer durables, were fascinated by the theme and the flawless execution. In fact, several of them reported that this was amongst the best launch events that they had ever witnessed.”
Shedding light on the challenges faced at the event, Rohan Salvi, Vice President - Business Development and Client Servicing (Events), Fountainhead Entertainment said: “The main challenge was setting up the technical inventory in time so that we had enough time for the artists and technical dry runs as we had to make sure that the entire sequence was rehearsed at least twice before the start of the show. There was extensive planning involved for each city as the ballroom dimensions differed a lot from city to city. We worked on detailed 3D layouts with the inventory available in each city and made sure the same precision was followed during the setup.”
Fountainhead, which has been associated with the brand for almost a decade, was appointed to manage the event.