Encompass Helps IVFA Find Their True North with Andre Agassi in a Grand Launch Event

Marketing | January 23, 2017 | News

Andre Agassi India Value Fund Advisors True North Encompass Events Roshan Abbas

India Value Fund Advisors (IVFA) has made the news for bringing down Andre Agassi for its grand event organised to re-brand IVFA and celebrate its transition to a new identity - True North. The event was a grand affair managed by Encompass Events that consisted of a Media Interaction & Networking Lunch at The Trident, Nariman Point, Mumbai followed by the Grand Launch at the Grand Hyatt Lawns on January 18. Roshan Abbas hosted the event.

IVFA has been one of Encompass’ key clients for over three years, in the course of which the agency planned and executed their annual events. With this particular event, however, the agency began work with the IVFA team 9 months prior to the actual event, bearing in mind that this event was to be special and to take place on a far grander scale.

Talking about what this event demanded of the agency, Ria Agnihotri, Client Servicing Director, Encompass remarked, “The brief of the event was to create a never seen before experience that went in line with the true values of the brand and everything the organization stands for. We came up with a concept of a chat show that would showcase a personality who embodies these values. And there was no better fit than Legend – Andre Agassi. We brought him on board to take us through his journey, which in turn was not just a visual delight but an experience like none other.”

“We know that to pull off an event of this quality requires unmatched passion, commitment, tenacity and hard work.  We are truly blessed to have Encompass as an integral part of True North family and look forward to building on our relationship and doing many many more amazing events together,” said Vishal Nevatia, Managing Partner, True North Managers LLP following the event.

The Media interaction was attended by around 50 key media-persons, the networking lunch by 100 top businessmen and the Grand Launch by 900 people including partners, portfolio companies, investors and other stakeholders.

For the media interaction and networking lunch, Encompass planned a simple yet effective setup that focused on highlighting the brand. This was brought alive in the décor as well as the content that was showcased. Andre Agassi’s presence added to the media buzz with him talking about his visit to India and his journey as a legend making him a true representative of True North.

Talking about the evening event, Agnihotri said, “For the launch in the evening – we went grand! Our event area was divided into 3 key zones.”

Zone 1 was 'Everything Agassi' – covering Agassi’s journey over the years, highlighting achievements in a timeline format while dedicating an area to all his 8 Grand Slam victories. Agnihotri commented, “We took Agassi to this zone and his reaction made all the effort well worth it – he a took a video of the entire area on his phone to show to Steffi!”

This area also acted as the pre function area. Encompass created a unique app for guestlist management that allowed the agency to seamlessly check in 900 guests without a single guest having to wait.

Zone 2 was the main event area where True North came alive. The agency designed a set that brought alive the new identity for the reveal and acted as a dynamic backdrop for the chat show. An amphitheatre style of seating was set up for the 900 guests. Talking about the choice of moderator for the chat show, Agnihotri said, “To get the right essence from the chat show, we brought on board none other that Harsha Bhogle to moderate the same. We worked with Harsha in great detail prior to the event – to understand Agassi’s journey, his style and his personality – so as to trigger the right content from him.”

Zone 3 was the food area, but this was not just any food area. The food for the event was specially curated from across the country and the idea was to give the guests a true culinary experience. From the local delicacies straight from the streets of 'Old Dilli' to the world famous biryani from Hyderabad, to milk specially brought in from Mathura to the hot jalebis from Rajasthan – the event was a true foodies’ delight.

A 9-camera setup covered the event with a live relay which in turn made the event larger than life.

Prior to the event, there was a core team setup for this launch that included the Encompass team as well as the Public Relations team and the Corporate Communication and Brand Identity team. Encompass worked very closely with the creative agency that is responsible for making the new brand identity to ensure that it captured correctly everything that True North stands for. Agnihotri added, “Encompass’ design team kept the tonality in mind – be it the smallest collateral to the largest wall – everything spoke True North”.

On bringing on board Gulzar Sahab and Shankar-Ehsan-Loy for the launch, Agnihotri said, “To bring alive the new identity, we knew we needed an anthem – and to encapsulate the DNA of True North we collaborated with Gulzaar Saab, who wrote our beautiful lyrics and Shankar Ehsaan Loy who gave this DNA its symphony. We added some visuals to this anthem and showcased the same to the audience at the event, and it added just the right amount of emotion to the setting.”

Sharing her views on what Agassi’s presence did for the event, Agnihotri said, “The coup in all of this was of course our role in getting down Andre Agassi and managing his entire visit. IVFA is a very respected organization and their new identity launch brought alive by a legend like Agassi – made it complete.”

Appreciating the event, Rahul Kapani, Director, True North Manager LLP added, “I have never heard Encompass say No to anything.  Whether it’s an entire concept being changed or a small light placement, such a positive mindset…. It rubs off on everyone around.”

The launch consisted of a media event, networking lunch and a Grand Launch that saw Andre Agassi engage audiences as someone who represents everything the organisation stands for.

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