Asian Paints - Galaxy of Stars Brand Ambassador Meet Executed by Geometry Encompass

Marketing | May 9, 2018 | News

Asian Paints Geometry Encompass DOME@NSCI

Asian Paints as a brand is endorsed by the most prominent names in the industry. So, when they approached Geometry Encompass for a first-of-its-kind Brand Ambassador meet, the question India’s leading experiential marketing agency asked themselves was ‘What could make the event grander than it already is?’. Geometry Encompass always adds a deliverable to the brief apart from the client’s requirements – “To set a benchmark par excellence”. What triggered the agency to set a benchmark was that never before had all the brand ambassadors come together under one roof. Geometry Encompass did the unimaginable by bringing all of them under NSCI Dome’s roof, matching the larger-than-life appeal of the stars with the venue. The event was spread over 2 days on April 3 and 4, 2018 in Mumbai.

Something was still amiss. What more could Geometry Encompass bring to the table? They answered this question by putting their creative expertise to use; they probed deeper and went beyond a performance-based show. The mega-starrer was justified when off-screen stars were united with on-screen superstars for one magnificent night that would go down in history. 

The pre-hype for ‘Galaxy of Stars’ was created not through the app alone, but also guests being given a taste of stardom with power-packed schedules before the big show. The schedule included a pre-party, breakfast sessions with Ranbir Kapoor’s and Deepika Padukone’s celebrity stylists, and makeovers by Jawed Habib at their hotels. The pre-events were held on April 3, 2018 while the main evening filled with glittery stars was held on April 4, 2018.

For the main event, an Asian Paints Universe was created. Making every corner of the venue experiential, the pre-function area was changed to the ‘Passion Flower Street’, a street that captured the essence of Passion Flower, the Colour Of The Year. At the main arena’s periphery, the Oriental Express was stationed, a seamless train with life-size compartments and a platform. Each compartment was tastefully designed to innovatively exhibit products and wallpapers, recreating the train as the ‘Oriental Dream’.

Speaking about the event, Mr. Jaideep Kanse, GM Marketing, Asian Paints said, “We wanted to showcase the commitment of Asian Paints as a brand and its brand ambassadors & channel partners alike. The idea of an interaction between our brand ambassadors and channel partners blossomed from there. We wanted our channel partners to meet and greet with our celebrities – Deepika Padukone endorsing our luxury interior emulsion brand of Royale and Ranbir Kapoor endorsing the luxury exterior emulsion of Apex Ultima.”

Mr. Kanse also added, “The scale of the event also meant that Encompass had to bring in expertise to not just have a seamless experience for 1200 guests, but also make it a memorable evening for the families that were invited at the event. The success of the event was built on a strong foundation of meticulous planning, excellence in execution and a very strong thought to build grandeur that took the guests and the celebrities by surprise.” 

With grandiosity, star power, technology and an immersive set, even the supporting crew was surprised to see their venue host an event of such a scale. A total of 7 lead celebrities partook in the event, a first for any dealers meet. Every year, dealers admired the stars from a distance or on screens. This time, Geometry Encompass brought them out of television sets and placed them among guests. The celeb interactions ensured guests felt one with the stars, making the experience personal and memorable. 

From Amit Syngle, Asian Paints’ COO’s aerial entry on a Tron bike, a fashion show featuring outfits inspired by Asian Paints’ forecasted trends for the year, to Karan Johar’s entertaining chat show, guests were truly made to feel as though they had entered a ‘Galaxy of Stars’.

Adding on the experience at the Galaxy of Stars, Mr. Kanse quoted, “The engagement of our channel partners, right from their arrival from across the country culminating into a grand evening of celebrity interaction, the event left no stone unturned to leave everyone speechless. Everything from the hospitality to the creative interactions with the brand and the brand ambassadors was unprecedented to say the least. The credit goes to Encompass and team to have pulled off challenging timelines while forethinking many possibilities which ensured a seamlessly grand experience for all.” 

Shubham Shukla, Account Director, Geometry Encompass said, "Asian Paints has been a long-standing client for Geometry Encompass and being able to innovate for a client and target audience that we’ve catered to for the last 15 years, is a challenging task. However, we believe in turning our challenges into opportunities, and that is exactly what we did. Innovative audience engagement, flawless designs, detailed planning and seamless operations have always been our forte and when fused together, a successful outcome is our guarantee. Not only did we take the Galaxy of Stars event several notches higher in terms of creativity but also pulled off the largest event of Asian Paints with utmost grace. Asian Paints has always been one of those clients who has motivated us to expand our horizons with every passing year, and I am positive that the galaxy is infinite when it comes to our association."

 

Geometry Encompass did the unimaginable by bringing multiple stars under NSCI Dome’s roof, matching the larger-than-life appeal of the stars with the venue.

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