Boman Irani at Asian Paints' conference.

Boman Irani creates an ‘Impact’ for Asian Paints employees

Marketing | July 30, 2015 | News

Encompass Asian Paints

Every year Asian Paints organizes the ‘Annual Sales Conference’ for the entire frontline sales team across India to celebrate the success of the previous year and get set for the upcoming season. This year, the event took place from July 9 to 14 at ITC Grand Chola in Chennai and was managed by Encompass.

Encompass integrated ample innovative technology throughout the conference. Given the increase in number of attendees, the format used in previous years needed to be reinvented. Leadership presentations, business presentations, regional presentations were all to be seamlessly integrated in a format that resembled a carnival – with game stalls that had timings, artists that sprung up from nowhere and fun food.

The theme for 2015 was conceptualized to motivate them to perform keeping the bigger picture in mind and go beyond their regular number targets: ‘Impact - Then, Now, Forever.’ Technology was used as a mainstay of all engagement with the use of RFID (Radio Frequency Identity Device) technology to regulate thematic games, check - in or even giveaway distribution, despite the mammoth number of guests.

A dynamic opening act of ‘Carnivals of the World’ launched the conference in style. Leadership presentations were designed in 90 ft. Watchout screens and workshops were designed as free flowing carnival-like sessions. The audience was also witness to a fashion show that inspired the use of colours, a session on molecular gastronomy, and a customised musical by Voctronica.

A ‘silent conference’ was created during the second half of both days where employees were given personal wireless sound systems and could attend workshops happening in six different tracks. Each track had a sales region presenting their achievements of the past year, or a marketing team presenting an upcoming product launch. Learning was imbued through fun quizzes at the end of each workshop.

To further drive the essence of the theme ‘Impact’ amongst the employees, the very celebrated Boman Irani was chosen to address the sales employees on how he created an impact in his life. With a gala night that recognised and rewarded the star performers of the league and a head-banging performance by alternative rock band Daira, the conference truly ended on a high note.

Speaking about the event, Amit Syngle, President - Marketing, Sales & Technology, Asian Paints said: “The change in format of the conference this year brought about a new experience for our team - mostly through the use of technology – the RFID, the wireless sound system or the 90 ft. watch-out screens. The carnival theme concept, performances in between sessions which added to the carnival feel, décor and utilisation of space was planned extremely well by the Encompass team. The impact created on the team was clearly noticeable, and it’s a format that we would look to continue into the future.”

Adding further, Zarav Martin, Associate Vice President, Encompass Mumbai said: “Having executed this conference for Asian Paints for the last 13 years, it was of immense importance that we not only conceptualised a never-been-seen before experience, but bring it to life in a manner that the audience will enjoy and appreciate. Mixing business and leisure has always been tricky, yet we managed to pull it off very beautifully. Given the pressure of revamping a format that was followed for almost a decade, I think the team did a fabulous job. We look forward to bigger and greater shows with Asian Paints!”

Encompass managed the brand’s technology-integrated annual sales conference at ITC Grand Chola in Chennai.

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