EO2 Brings the Supercool TIGI Ideology to Life at Debut Edition of ‘TIGI Backstage Heroes’
by Shantanu Jain Entertainment | October 3, 2017 | News
TIGI Hindustan Unilever
TIGI, a leading brand name in the professional haircare industry from the house of Hindustan Unilever, has for years been synonymous with words like fresh, out there, edgy and dynamic. The vision for the brand has always been one of looking towards the future. Anthony Mascolo – the founder and international creative director of TIGI – imbibed the train of thought “what’s new today is old tomorrow” within the atoms of the TIGI brand. For years now, TIGI has been pushing boundaries by not only creating some of the best haircare products in the industry but also by nurturing and educating an intricate and ever-expanding network of world-class hairdressers under its umbrella.
Bringing the same vision to on ground reality, TIGI recently launched a new event intellectual property, ‘TIGI Backstage Heroes’, an initiative designed curated to showcase the best hairdressers in the country. EO2 Events was roped in by Hindustan Unilever to execute and design the initiative.
TIGI Backstage Heroes was a nationwide hunt for the most innovative and fresh hairdressers across the country. With over thousands of entries from across the city, the event started with regional training sessions across Mumbai, Delhi, Chennai, and Bangalore. This then led to the main event at NESCO in Goregaon, Mumbai on September 19, 2017. The main event hosted an exclusive crowd of about 300 people where the final 28 contestants competed across 7 categories of hairdressing. The jury for the property included established names like Harpers Bazaar Editor, Nonita Kalra, Kapil Bhalla, Nandita Mahtani, Seema Jerajani, Apeni George, Andy Cheong and Beena Punjani.
TIGI Global Creative Director, Ralf Boss, hosted a live hairdressing show on stage which left audiences mesmerized. The event was hosted by Sachin Kumbhar and Ace Acro Duo - Sonia and Diwakar put together a dreamy hair inspired performance that enthralled the audiences. For the event, EO2 Events had also built a live exhibition stand for TIGI as a part of the professional beauty exhibition across three days of the show. Lunba Adam was roped in as show director.
Check out some amazing moments we captured from the event in the gallery below.
EO2 Events was roped in by Hindustan Unilever to execute and design the initiative.