Laqshya Live Forays Into Social Celebrations; Q&A with CEO Navneeth Mohan on ‘The Wedding Poetry’
by EVENTFAQS Bureau Marketing | August 18, 2020 | Interview
Laqshya Live Experiences (LLE) The Wedding Poetry (TWP) Navneeth Mohan
Laqshya Live Experiences (LLE), a part of the Laqshya Media Group, has announced its foray into weddings and social celebration events with the launch of The Wedding Poetry (TWP) - a full-service, tech-enabled practice independent of the corporate vertical.
"Weddings gives us a larger canvas to paint our creativity."
- Navneeth Mohan, Director, and CEO, Laqshya Live Experiences
An official statement on the launch quoted Navneeth Mohan, Director, and CEO, Laqshya Live Experiences, as saying: “Weddings gives us a larger canvas to paint our creativity. Corporate events are all about strategic objectives fulfilled through great ideas and executions, while weddings are all about limitless creative expressions and experiences to evoke a strong emotion. Our endeavor will be to grow the corporate side to the next level and to establish the social events vertical as among the best in the business.”
Part of that creative expression will be poetry. The Wedding Poetry team will be writing a poem at the end of every project. The poetry will be personalised for each client and gifted to the newlyweds.
To know more about The Wedding Poetry and how else LLE plans to differentiate its offering, EVENTFAQS Media reached out to Mohan for a telephonic interview. Edited Excerpts:
How was the idea of The Wedding Poetry conceived? What prompted it?
The wedding business is something we have been evaluating for the last few years. It feels like it gives us a better canvas to express our creativity as an agency. We always had our plans but never actioned it. COVID gave us the time to focus more on it, and kind of helped trigger it and we fast-tracked the initiative. So it's not that we thought about this initiative during COVID but we have been evaluating it at various levels for almost two years.
The team members of TWP are called the ‘Wedding Poets’. How many people are involved and what are their roles?
There is already a bit of experience in our team; a lot of them come from the wedding background in the current team as well. Currently, there is a core team of six to seven people, who are going to focus on this entirely plus the whole LLE team supports them. For example, we have a very large creative team that will also be a part of the support team. Those are the common functions. Also, we have got partnerships across the industry; there will be more external people and that’s how we have constructed the whole talent for this.
Do you foresee the virtual aspect of events, especially weddings and celebrations, becoming a permanent element? How is TWP better placed to deliver that piece?
So, there are two to three aspects. If you look at the awards, we have been the highest awarded for the last four years in India and globally acclaimed. We wanted to expand that expertise. The fundamental thing is that it is ultimately an event, and we understand what events and experiences are. It’s about being personal, it’s about the right place to create the experience in, and creating those moments. Be it corporate, be it weddings, it’s about creating experiences and moments. So that’s how we are going to blend ourselves into that space. From an experience standpoint, we believe that we can create those larger-than-life, customised, special experiences like we have been doing for the past so many years with LLE.
We are an ideas company, so primarily I think that will be the core of TWP as well. Secondly, technology will play a key role in the post-Covid era and I think we are very well poised in that respect as well.
In early May, we had launched ‘Virtually Integrated’, which is the tech and virtual side of the event space. We have done 35 to 40 virtual events across various clients. We want to bring that expertise into play here. We have technology interfaces that will be interesting at various levels in wedding planning and execution as well, and also in connecting to the remote audience through various solutions.
The last part is, we also have logistics and management of venues. Destinations play a very important role in the weddings business. We already have a MICE team in place with a fair bit of wedding experience too. So we have all the ingredients that are required to take this business forward. We already had it in the system, we have now just stepped up with a little more focus towards it. So, bringing all this including the content expertise that we have within LLE, we think we will be in a better position to deliver these experiences as well.
What do you foresee for the upcoming wedding season?
We believe that it’s going to be more of the niche, exclusive luxury weddings that will happen; obviously with the Covid era, the Big Fat Indian Weddings might not happen. And that’s what we are also very keen on. We want to do it niche, but make it larger than life for those audiences, with a lot of remote audiences also. It’s about how we give that experience and some bit of that experience to the virtual audiences too.
We are expecting international destination weddings to open up, with elements like chartered flights and exclusive destinations. Even in India, it’s not going to be about resorts and venues in the main cities but about exclusive destinations. We feel that will be the big thing this season.
TWP will be focusing on some key buckets of celebrations in the COVID era; all with a bit of technology enablement and luxury, customisation for niche audiences. Niche may denote the scale of the audience, but the experience per person will be much larger, be it live or virtual audiences.
(An unedited version of this article was uploaded earlier. The error is regretted.)
Laqshya Live Experiences (LLE), a part of the Laqshya Media Group, has announced its foray into weddings and social celebration events with the launch of The Wedding Poetry (TWP)