Madison IES manages Prism Duratech Cement launch across 21 towns in 17 days
by EVENTFAQS Bureau Marketing | July 30, 2015 | News
Madison IES just completed a 17-day launch of Prism Cement’s Duratech Cement across 21 towns in Madhya Pradesh, Uttar Pradesh and Bihar, engaging a total of 39,000 dealers. Each event started with a performance of Ganesh Vandana, followed by the reveal of the product and a product presentation by the Prism Zonal Head.
The agency won the assignment in a multi-agency pitch, and was responsible for travel, hotel arrangements, the emcee, entertainment by a local dance troop, and other logistics. While for the most part, each launch was conducted one after the other, with the team moving from place to place, there were a few parallel events.
In order to execute the launch, Madison IES partnered with two vendors, though all logistics were handled internally. The agency also had to manage arrangements for the Prism team comprising people on the central and sales team, who were also attending and participating in the launches.
On the agency’s relationship with Prism Cement and on the challenges executing the event, Saumen Roy, General Manager, Madison IES said, “We have been working with Prism Cement for a few years and were delighted to be a part of this important launch. It was a huge operational challenge to execute this event across 21 cities in 17 days, but the event was a success. The agency had a total of 8 people divided into two teams managing and executing all the ground-work, where 1 team would handle the event taking place and the other would move to the next town or place to prepare for the next launch.”
Nearly 39,000 Prism Cement dealers in MP, UP and Bihar were engaged through the launch.