Straightline Solutions Delivers ‘Berger Silken Nights’ in Udaipur for 400+ Channel Partners

Marketing | August 19, 2016 | News

Straightline Solutions Berger Paints Sophie Choudry Shankar Mahadevan Radisson Blu

Berger Paints organised ‘Berger Silken Nights’ to recognise the dedication and unconditional support of its channel partners through the year. The event, which took place from August 6 to 8 at Radisson Blu, Udaipur was attended by 370 dealers from across India, plus 75 officials from Berger. Straightline Solutions, which has a long standing relationship with Berger Paints, won the multi-agency pitch for the celebrations on the basis of its unique technologically innovative ideas.

‘Berger Silken Nights’ is something that Berger Paints has been organising since 2012, where the first edition ever was managed by Percept ICE. For the last three editions now Straightline Solutions has managed this event, winning each mandate through a pitch process. Straightline Solutions is a 4 year old communication agency specializing in events, experiential marketing, AV production and innovations.

As always, the celebration was a grand affair that kicked off on Day One with a Rajasthani-themed carnival. The carnival featured traditionally dressed fortune tellers, mehendi artists and a folk-dancing troupe. This was followed up with interactive engagement activities scripted by Straightline Solutions.

The second evening witnessed a new product launch through interactive 3D projection, the first of its kind in the country. Channel partners were also delighted with the avant-garde brand display areas conceptualized and executed by the Straightline team.

A gigantic 20,000 square-foot hangar was set up on the plush lawns of the hotel for the Awards night. The evening, which was hosted by Sophie Choudry, awarded the highest selling channel partners for their efforts. The evening peaked with a mesmerizing performance by Illuminati (a UV dance group).

The celebrations culminated with an enchanting performance by Shankar Mahadevan. Guests were also presented with digital diaries with a video synopsis of the gala event.

In spite of the incessant rains, the agency managed to pull off the biggest event of Berger Paints this year.

It is not unusual for players in the Indian Paint industry to organise lavish events on a regular basis for their dealers and distributors, who are core to their business success. In the past, Berger Silken Nights has seen entertainers like singer Shaan, dancer Sanjeeda Sheikh from Nach Baliye, and stand-up comedians Ashwin Matthew and Khayali Ram perform.

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The 3-day celebratory affair at Radisson Blu, Udaipur included a Rajasthani themed carnival, Awards hosted by Sophie Choudry, and performances by Illuminati and Shankar Mahadevan.

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