3D Mapping, Installations, Aerial Hoop & More: Fountainhead Manages Blue Star Water Purifier Launch

by  Shantanu Jain Marketing | October 26, 2016 | News

Fountainhead Entertainment Grand Hyatt Mumbai

Fountainhead MKTG, the experiential marketing agency from Dentsu Aegis Network recently managed the launch of Blue Star Water Purifier. Held on October 3, 2016 at Grand Hyatt, Mumbai, the launch event was attended by 300 dealers.

The concept behind the event was that Blue Star, one of India’s leading air conditioning and commercial refrigeration company was foraying into the residential water purifier business and wanted to launch a range of stylish, differentiated and premium products. Fountainhead MKTG bagged the mandate to execute the launch event after a multi-agency pitch.

Talking about the launch event Rahul Sharma, Group Account Manager, Client Servicing and Business Development, Fountainhead MKTG, said, “For Blue Star, it was one of the most vital experiential initiatives for them as this catered to a larger audience group. It was important to highlight the products in a grand manner, convey the dedication and passion the new operating team had and make the guests feel a part of this new journey. Considering the expansive set-up that was planned for the event, our team pulled it off seamlessly with meticulous planning and co-ordination.”

To directly communicate with their dealers the sense of seriousness and vigor Blue Star is bringing to this new business, Fountainhead designed a very slick and stylish event imbibing the importance of purity via installations and narrative content language. The agency brought innovative experiential tools into the event to make the brand resonant with the way it’s revolutionising the market by its technologically advanced products.

3D mapping on a larger-than-life text installation of brand’s promise ‘Choose Purity’ wowed the guests as they walked down the steps through the lobby. Welcoming them next was an interactive projection tunnel which created ripples with every footstep. Inspired by brand’s communication design, brightly shining 3D water drop served as an apt photo-op outside the ballroom.

A narrative opening film was brought to life by properly synced aerial hoop & silk performers which seamlessly led into the launch of brand’s magnificent product range. Fountainhead also developed immersive content for the presentation made by Girish Hingorani, CMO, Blue Star - Water Purifiers division. To provide an unconventional yet dynamic look, the set design included vertical pillars of LED screens and the products were unveiled on a turntable.

Girish Hingorani, CMO, Blue Star - Water Purifiers division, said, “The entire concept to execution was top-class and seamless. It was brilliantly conceptualised and the production team did a marvellous job on the set design that was complex. The team and I received a lot of praise from the guests and several told me that it was one of the best events that they’ve ever attended. Considering that this audience often attends events of top consumer durable companies, it is indeed heartening to note that they were mesmerized by the event.”