India Sponsorship Summit will Address All Aspects of Sponsorship: Subramanian & Warren, EntCo Media
by EVENTFAQS Bureau Business Events | September 11, 2018 | Interview
The Entertainment Company (EntCo Media), a global brand strategy and experience development agency, recently announced the launch of India’s first ever sponsorship summit - India Sponsorship Summit 2018. A first of its kind in India, the summit promises to bring together marketing professionals and agency experts to discuss sponsorship trends across Music, Sports, Fashion, Arts & CSR.
In an exclusive interaction with EVENTFAQS, the curators of India Sponsorship Summit, Subramanian Iyer and Warren Dsylva spill beans on what makes the convention a must attend for all #eventprofs.
How was the idea of India Sponsorship Summit conceived and how did you action it?
Subramanian Iyer: The idea was conceived 6 years ago, albeit in a different form as a digital platform. However, we felt the market was still too young for a dedicated platform at the time. As co-founders of an experiential agency – The Entertainment Co. (EntCo Media), both Warren Dsylva and I have played a key role in designing and closing large sponsorship deals and proposals. Our focus, as an agency, has always been on ‘Bringing Value to Brands’ through co-branded experiences, brand-integrated on-ground properties as well as unique and exclusive experiences for brands. And our work in this space led us to re-visit the idea of a Sponsorship Platform that connects brands with agencies, rights holders, NGOs as well as other brands so as to open up opportunities for both.
In India, thus far, Sponsorship has been a kind of enigma and hence we felt it is the perfect time to open up a forum for face-to-face conversations and debates on sponsorship trends across, but not necessarily restricted to Music, Sports, Arts, Fashion, Literature, CSR and Social Projects. Conceptualising and designing it was the easy part since the idea itself has been brewing for a few years, but to action, a project of such vision is always challenging. Having said that, since our first announcement, the response from brands and agencies as well as artistes has been overwhelming, which has sealed our convictions on making the India Sponsorship Summit an annual conference.
Brand Sponsorship in the last decade has become part of a brand marketing mix. How will the convention benefit brands and planners alike in understanding this?
Warren Dsylva: Traditionally, most planners and rights holders have been shopping around each year for 'titles' and 'powered by' partners with little insights available on brand spends or how sponsorships are being evaluated. Digital vs ATL media plans and how customised are those plans depending on your potential sponsor. The India Sponsorship Summit presents 10-panel discussions with over 35 CMOs and Marketing Heads from some of the top 50 Indian and Global brands. Each session is curated to address all aspects of Sponsorship in India from the brand as well as the agency perspective. Sessions will range from discussions on sponsorship trends and insights at music festivals, sports properties, and opportunities within as well as unique sponsorship and partnership associations in Fashion, Arts and Social Causes. Moreover, the summit will also include intimate round-table master-class sessions from industry experts on sponsorship selling in India.
Who does the Summit cater to and how does one be a part of the same?
Subramanian Iyer: If you’re in the experiential planning business, a Music or Arts or Literature Festival producer, an NGO or Charity Foundation looking to gain access to knowledge regarding ‘Sponsorship’, then the India Sponsorship Summit is a first of its kind unique opportunity for you to meet some of the leading brand decision makers, network, share ideas and learn from the experts. The contents of the summit have been designed largely keeping planners and rights holders in mind.
How has the association with LIVE Viacom 18 come through? How will they be adding to the overall convention?
Subramanian Iyer: Live Viacom 18 is The house of multiple IP’s and also hosts one of the most premium Multi-Genre International Music Festival in India called Vh1 Supersonic said. It was a perfect fit for a large media brand such as Viacom to come on board as they are in the business of Live experiences and they saw tremendous value in the association. They will be involved in most aspects of the summit. On the other partners, the event is supported by Global Outdoor, Community partner - EventFAQS and Supported by Product of the Year (POY).
Do we see this turning into a travelling IP in the future?
Warren Dsylva: The possibilities are exciting and yes, there is a plan to create satellite conferences in other cities. For now, all plans are focused on the upcoming summit on the 26th of September in Mumbai.
In Conversation with Co-Founders of The Entertainment Company (EntCo Media ) Subramanian Iyer and Warren Dsylva on the conceptualisation of India Sponsorship Summit 2018.