The India Event IP Conclave 2019 by Event Capital, a division of Laqshya Media group in association with Event & Entertainment Management Association (EEMA) brought together the speakers, experts and panelists from different sectors under one roof. The first edition of India Event IP Conclave was held on 17th April at JW Marriott, Juhu. The conclave witnessed business leaders who have successfully created stories around their ventures, to share ideas and discuss the growth of Event and IP industry.
The event started with a welcome speech by talk specialist Gitikka Ganju Dhar which was followed by a session from Sabbas Joseph, Co-founder & Director of Wizcraft International who gave insights on how brands today are as good as the experience they provide. He said, “In today’s world, the experience is the brand. Also, the experience economy is growing at a phenomenal pace and IPs will redefine the experiential business in the coming time.”
Citing how IPs are different from regular events, Joseph further added, “In the experience business it’s your client who decides, while in the IP business it is you who decide which clients you want or which brands suit your IP. IPs are powerful brand experiences and you cannot get away from it, for example, you are forced to watch an IPL, IIFA or a Filmfare.”
The first panel discussed on the business of successful Event IPs. The highlights of their discussion were on how Event IPs should create engaging experiences for the consumers. Commenting on this Brian Tellis, Co-Founder & Group CEO of Fountainhead MKTG said,” We believe in creating value through association on all aspects of IP event through strategic tie-ups and tactical alliances, thereby leveraging stakeholder strengths to conceptualize and execute successful and valuable IPs”. The panel was moderated by Vishal Nagdev, Founder of EVENTFAQS.
The second panel gave insights on how India is a cricket dominated country but more emphasis should be given on other sports. The panel discussed the growing global popularity of IPL. They also spoke on different leagues emerging in India other than cricket and brand associations with these sports events.
Aayush Bansal, AVP of Zomato Live along with eminent speakers talked about ‘Food N Flea Event IPs’. Akul Narula, Central Marketing DLF said, “Various regions have witnessed immense growth in what can only be termed as a movement to reclaim and recreate public spaces. Spaces are transformed to become hubs of cultural activities and entertainment, drawing together participation from people across the city”. Alankaar Jain, Co-founder of The Lil Flea said that the number of attendees has increased from 12,000 at their first Flea to 30,000 in the most recent one, showing how well the idea of Food N Flea Event is liked and accepted by the consumers.
The fourth-panel discussion was on “Sponsorship- Every promoter’s nightmare”. Hitesh Ahuja, Founder, and CEO, Yum Lane said, “We are looking at interesting stories for our consumers from creative sides. The most important thing is to tell stories in a unique way. From a brand point of view, the important part is to attract consumers.”
The panelists said that to change the whole idea of sponsorship being every promoter’s nightmare to a daydream, “there was a need, to be honest in the pitch, think together, try to address by brand language and co-curate”.
The panelists for the fifth discussion exchanged views on “Luxury and Fashion IPs.” The panelist discussed in detail on how they should strengthen their identity by generating new leads and increasing the existing network. They also laid emphasis on how we must move on from conceiving an event as simply a communication tool, but rather see it as an experience.
The sixth-panel discussion was on “Too many music festivals?” The panelists spoke on how music festivals have attracted a loyal audience, who act as brand ambassadors for the events and attract more music lovers to festivals nationwide. According to Balwinder Singh, CEO & MD Speed Records, “Punjabi music has revolutionized the industry both in concept and numbers. What was popular in Punjab has now penetrated across every region of India. We plan to take this concept to international markets like Dubai and Vancouver”
The next panel discussion was on Youth- what do they like, listen, eat, drink, and watch? The panelist shared their views on young consumers, their needs and how to create innovative IPs for them. They talked on how today youth want events that are highly experiential in nature as opposed to the yesteryears where consumers only paid for the product. Learning through experience and being a part of something on-ground or on the internet is a key factor for them. Speaking about the four key things the youth spend their money on Anto Philip, Co-Founder of Under 25 said, “They spend on Food, Accommodation, Entertainment, and Experiences in which travel is at the core”. The youth know what they want and where they want to spend their money.
The final panel discussion was on “Cultural Amalgamation”. The panelist discussed how major events like Kumbh Mela or Pushkar Mela attract more than a million people from across the globe and gives multiple opportunities to create diverse experiences for people. The India Event IP Conclave also witnessed sessions from Harindra Singh, Chairman & MD Percept Ltd who shared his experience on what he learned from Sunburn. Vivek Singh, MD of Procam International shared the journey of Mumbai Marathon and how it has impacted the society at large. Sharad Puri, GM of JW Marriott, Juhu, Mumbai gave insights on the recently launched loyalty program ‘Marriott Bonvoy’.
Reema Sanghavi, Vice President West EEMA said," I am thankful to everyone for being part of India Event IP Conclave. It feels great that brands from different genres have come together for a common cause. It is important that a summit like these are conducted often to motivate brands for investing a considerable sum in the event space thus increasing brand engagement with consumers and building the overall brand image”.
For the second year, Deepak Choudhary, Founder & Director of Event Capital, launched the annual Event IP Calendar at the conclave. The calendar includes over 75 national and global forthcoming events that will be held in 2019-2020. The India Event IP Conclave ended on a high note with a performance by Sunil Grover, Indian actor and stand-up comedian as he took the audience on a hilarious ride. It was then followed by Luke Kenny, the Rock On star, as he entertained the audience with some foot tapping performance.
Industry experts shared their views on the power of youth, trends in sponsorships, food & flea , luxury & fashion IPs