Niche Events manages and executes pan-India launch of Covestro

Marketing | September 30, 2015 | News

Bayer MaterialScience Covestro Niche Events and Promotions Sachin-Jigar Euphoria

The global polymer material supplier, Bayer MaterialScience has unveiled its new identity - Covestro. Niche Events & Promotions Pvt. Ltd. was the agency selected to plan and execute the C3 festival and launch in India.

In keeping with the company's specially created new motto, ‘we make it brighter, we celebrate’, a series of events themed C3 – ‘Curious, Courageous, Colorful’ were organised across five facilities of Covestro in India from Aug. 10 to 31. In addition, the week had puzzles and mind games along with featuring activities to test the strength of each individual.

The India launch happened in Delhi on Sept. 1, followed by Mumbai, Cuddalore, Ankleshwar and Chennai on Sept. 2 and 4, respectively.

The ceremony began with the unveiling of the company’s new logo during the day at all five facilities, simultaneously. This was followed by a mega celebrations at five-star properties across different cities in the evening.

There were performances by prominent artists, including Euphoria (Delhi), Bollywood composers Sachin-Jigar (Mumbai), the Southern jewel Kalinga (Chennai) and the sand artist Nitish Bharti, through specially choreographed acts highlighting the company’s values, while making the launch a memorable one for employees as well as customers and other stakeholders. In addition, the event also had a well-known flair bartender Ami Shroff.

Commenting on the success of the event, Chintan Joshi, Head – Communications, Covestro (India) Private Limited, said, “Occasions like these are rare where one has to create an environment of appreciating legacy and embracing the change with positivity and vibrancy. In addition to this, establishing vision and mission of the new organization within a short span of time was a key task from a communications perspective. And Niche team had all the ingredients for the right recipe i.e. experience with India team, understanding of the scenario, collaborative approach and extraordinary service orientation. Niche team were perfect partner in the project and they put in commendable efforts in conceptualising the pre-events to build up the tempo till transition date (Sept.1) and the launch events at various locations which were relished by all the stakeholders.”

Talking about the execution challenges, Dilfiza Khalfey, Manager Client Relations & Project Lead, Niche Events, added, “All events had to be captured live and shared with the HO and Head Quarters in Germany, instantly. The challenge for the mega launch was to shortlist appropriate artists, who could bring out the core C3 values through a strong visual performance as well as create an atmosphere of embracing change for better. This was done through various discussions and suggestions, over a month of planning and finally shortlisting three artists for the main event.”

The event had performances by well-known artists, including Euphoria and Sachin-Jigar.

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