Showtime creates a stunning launch sequence for Daimler India

Marketing | July 6, 2015 | News

Showtime Group Daimler

Daimler India Commercial Vehicles (DICV) has been focusing on strengthening its presence in the commercial vehicles space. As part of the same strategy, the company inaugurated its latest bus manufacturing facility at Oragadam near Chennai and simultaneously unveiled four new buses and four new trucks at an event titled DICV - Premiere 2.

Showtime Group was entrusted with the responsibility of producing the series of events that unfolded in front of 1000 special invitees (national/international media, business partners and customers) at the sprawling New OBL Yard within the DICV plant premises. The customer interaction effort was further enhanced with the invitees being taken on a guided tour of the manufacturing facilities.

Taking into account DICV’s plans to bring to the Indian market technology that is miles ahead, the event was themed ‘Transport for Tomorrow’.  The extensive branding strategy was executed at various touch-points at the venue - reception, waiting lounge, VIP lounge, main event arena, F&B space, track-holding area, etc. This communicated DICV’s intent to revolutionize its relevant space with the very latest in automotive design and technology.

Historically, Daimler’s products have always been acknowledged as a marvel of engineering and design. Keeping the same aspect as the central proposition, the eight vehicles were literally made to hog all the spotlight through a seamless blend of aesthetics and technology.

The event was brought to reality through a mammoth production effort that saw an army of over 200 event professionals and workforce working with clockwork precision for over four weeks to construct the vast event spaces. This included a 55m x 40m main event hangar, four extra hangars, product forums, meeting rooms, a test track holding area and a 160ft x 60ft stage that was reinforced with 15 tonnes of iron and wooden planks to be able to take almost 120 tonne weight of the launch vehicles!

The highlight of the launch was a fashion sequence with vehicles being driven in, on a 180 feet long reinforced track overlooking a 160 feet x 60 feet customized stage, even as a huge 110 feet wide motorized projection screen in the backdrop showcased the technical highpoints of the launch products. The fashion sequence ended with the screen going up to reveal the new line-up on stage.

Commenting on the event, Ganeshram S, Manager - Client Relations, Showtime Group said: “Showtime went the extra mile to make its presence felt in the automobile world. We put in over two months of efforts giving our best and worked as a team in executing this mammoth event. Indeed, it was a challenge flawlessly executed especially functioning under extreme weather conditions, constructing such massive intricate structures and maintaining high execution and safety standards.”

Taking into account the brand’s plans to bring to the Indian market technology that is miles ahead, the event was themed ‘Transport for Tomorrow’.

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