10 Heads Festival Edition 2: Trifecta Entertainment’s Anshuman Ghulati Takes Us Behind-the-Scenes
by Rakhi Jerly Entertainment | September 13, 2016 | Interview
10 Heads Festival Trifecta Entertainment
After a successful debut in Gurgaon last year, Trifecta Entertainment is back with a bigger and better second edition of the 10 Heads Festival -- this time in the heart of Delhi, easily accessible to its largest fanbase, families. Over 40,000 -- from all age groups -- attended last year’s festivities, while this year is expected to bring more, owing to the exciting new additions as well as the centrally located venue.
Referred to as ‘India’s first family-friendly festival property’, 10 Heads Festival 2016 is to be held across three days from October 21 - 23, 2016 in New Delhi at the PSOI Club, Nehru Park. The festival brings together interactive and curated experiences ranging from Music and Entertainment to Food and Drinks, Fashion and Beauty, Art and Culture etc. The event property is supported by Incredible India, N.D.M.C., and Telangana Tourism. The Festival is designed to align with the larger national agendas like Atithi Devo Bhava, Make in India, Swachh Bharat Abhiyaan etc, and has generated support for causes that are in sync with our national values by actively engaging with NGOs.
Getting the low-down on the behind-the-scenes preparations, EVENTFAQS spoke with Anshuman Ghulati - Co-Founder and Director, Trifecta Entertainment to learn more about this entertainment property.
Bringing It All Together
As opposed to a typical music festival, a lot of pieces need to seamlessly come together and work like clockwork to curate and organise a large multidimensional festival like 10 Heads. An extremely strong and experienced core team at the helm is of paramount importance to ensure that the festival is a success at all levels. This is crucial to the overall experience that provides the perfect family outing during the festive season. Each of the 10 ‘experiences’ is headed by a leading individual in the field, chosen on the basis of their prowess and relevant networks. These expert curators will unite to offer something for everyone at the festival - from children and college students, to working professionals and grandparents.
In addition to the rich content on offer, there are a host of other things that need to be looked at for a festival of this scale to be a huge success, such as -- identifying the ideal venue, licenses and permissions, international-level production values, décor, experienced venue managers, and special attention on security of all festival goers.
Marketing plays a crucial role for a festival property to gain critical mass. A robust marketing plan is required for maximum visibility and getting the intended target audience to attend the festival. It is imperative to work with the right partners – for communications, social media, creative as well as strategic media partners for print, radio and digital media. For any festival to be a commercial success, relentless effort is needed toward sponsorship marketing. It is important to not only have the right brands associated with the property but also to have these brands seamlessly integrate at various touch points and communicate their intended message to the festival goers. Plus, a hawk-eye scrutiny on budgets is also extremely essential for commercial viability.
To top it all, the support of relevant government bodies like Incredible India and Telangana Tourism goes a long way in establishing one’s bona fides.
Learnings from the Debut Edition
As a growing and evolving festival property, we have recalibrated various elements for the 2nd edition of 10 Heads Festival – from choice of venue to curation and adding new ‘Heads’ catering to diverse tastes, whilst keeping true to the ethos of the festival.
EXPERIENCE - An integrated experience that provides the perfect family outing during the festive season is a much-needed format, as experienced by us last year. 10 Heads Festival is positioned as ‘The Contemporary Urban Mela’.
VENUE - This year, 10 Heads Festival will be held at a tried-and-tested venue in Central Delhi that is easily accessible to Delhiites and is expected to appeal to a larger audience, especially families.
MARKETING & COMMUNICATION PARTNERSHIPS - We have forged strategic alliances with industry leaders – Hindustan Times, Radio Mirchi, The Communication Council, TCC Social, Eat Treat, and other influencers & evangelists -- for a more robust and focused campaign.
CONTENT - We have added new experiences to 10 Heads 2016 to celebrate varying tastes, including – Health & Fitness Festival, Contemporary Arts, Puppetry and State-focused Tourism.
5 Experiences Not To Miss at 10 Heads 2016
FOODISTAAN - a specially curated street food zone featuring the most prominent names straight from Hyderabad’s Old City, in addition to the best carnival eats from Delhi.
GREAT INDIAN BAZAAR - the Flea Festival gets bigger and more diverse featuring 50-plus popular and boutique brands in a curated showcase of beauty, fashion and lifestyle. It will also have a Mystic Corner hosting tarot card readers and clairvoyants, among others.
PUPPETFEST - curated by one of India’s leading puppeteers and national-award winner, this festival brings together the best of the craft, engaging kids and adults alike through contemporary productions.
HEALTHYRAMA - celebrating the best of health and fitness through interactive experiences, such as Zumba, mixed martial arts, Yoga and pop-up fitness studios. It will also showcase a curated array of organic foods, juices, nutrition products and active-wear brands.
JAADUNAGRI - the Festival of Magic, Illusion & Mentalism, with marquee and street performers interacting with the audience. It will also include teach-a-trick workshops for children, and sale of magic kits, among other attractions.
Trifecta Entertainment was established in early 2015 to conceptualize, innovate and present multi-faceted entertainment festivals, with a vision to create new and refreshing IP’s in the Festival Market space.
Our plans for FY 2016-2017 after 10 Heads Festival in October include seeding a new two-day festival property in December in Delhi. Our well-known Holi Moo! Festival (previously called Holi Cow! Festival) will also be held across three cities on the day of Holi in March. Delhi will always remain the flagship destination for 10 Heads Festival, with plans of it traveling to other cities.
The 3-day family friendly festival is all set to offer interactive curated experiences across 10 key interest areas, at the PSOI Club in Delhi’s Nehru Park, from Oct 21 - 23, 2016.