We Care was a special way of saying that HUL cares. This was a small approach towards encouraging our elders about safety measures and tips that needed to be undertaken.
A short AV was made, educating them about health and safety precautions that are vital; followed by a short speech regarding the intent of the event. Mr Siddharth Kak hosted the event and entertained the guests with games and humor. It was a treat to watch them leave with smiles on their cheery faces as the gesture was genuinely appreciated.
This was a program created by the partnership of Clean India Campaign, the ‘Think Blue’ initiative by Volkswagen and Incredible India, the international marketing campaign of Ministry of Tourism, Government of India. The heart of India came alive. The mapped 3D projection on the India Gate, aimed at initiating a new beginning for a clean India. The event attracted a lot of media attention and most importantly, a common man’s empathy to practising and promoting a cleaner India.
A perfect venue for the theme, a Moghul setup was created to engage guests.
On the first day, guests got busy laughing to comedian Kapil Sharma and also sang along with the singer Vipin Aneja.
The fashion show was modelled by the guests themselves, guided by a choreographer, and prepared for the ramp by a fashion stylist and the makeup artist team. They set the ramp on fire, Emperor Akbar style. This show became the main highlight of the event as all the guests got a chance to walk on the ramp and show their moves off!
Everything from the stage setup to the intelligent illumination systems and sound created the perfect show atmosphere which was in the likes of any international fashion event and was a great success in its own.
Another major event for the Foods Division of Unilever India from around the country, and this time in Goa! A two day event encompassed a conference, cooking competition hosted by the famous duo Rocky & Mayur, and beach sports conducted by ace interactive anchor Vik Sharma. The main attraction which got the guests grooving was none other than Shaan. He came, He saw, He conquered. The Awards Function had some real fun elements along with some outstanding Pyro and UV performances which made the guests bid goodbye with a smile on their faces and charged up to deliver more for their Foods Division in the coming season.
The Chairman’s Conference aimed at reviewing the work done in the previous year and using that information, strategize and chart out working processes and best practices for the current year. A human orchestra was also organized where the HUL team members themselves played different styles of music. This helped in their coordination skills and delivered a wonderful team building activity. Skits were also performed by the HUL team members which illuminated the mood and gave a clear insight on how and why a consumer behaves the way she/he does while they are out shopping for their favorite products.
IDFC wanted to create awareness for conserving Water, which was a part of their India Infrastructure Report 2011 book launch, and what better way than to target the future of India – the youth.
A month long activation for Water Conservation for initiated for IDFC in the top 10 undergraduate colleges of Mumbai – where students came and participated in competitions like Debate, Quiz, Photography, etc.
The registration was on the website designed especially for the Water Event, supported by Social Media platforms including Twitter and Facebook, where the participation was enormous!
Kiosks were placed in colleges, online and on-ground competitions were held, and the youth made a difference by coming together for the cause, and were gratified at the Grand Finale at St.Xavier’s College by Vik Sharma, who entertained and educated the group, hosted the finals of the Quiz and Debate.
Every Drop Counts. Be Water Wise. This message drove home deep in the psyche of the target audience.
Close Up Toothpaste wanted to create an out-of-the-box, clutter-breaking consumer experience for its proposition ‘Hai Confidence’. We took the experiential marketing route to engage consumers.
Every purchase of the product across packaging sizes came with a scratch card. Whoever got ‘Confidence Hai? Go Jump’ on their scratch cards had to call the Confidence Hotline to register their bungee jumps. They were congregated to the Bungee Jumping venues across 4 cities, widely popularized through mass media vehicles including print, OOH and local radio stations.
Bungee Jumping was brought into India and in these cities for the first time for Close Up. Over 6000 jumpers were engaged and hundreds of thousands audience touched through this campaign, besides scores of new users initiated for the brand through the campaign period.
Voodoo Village – an exclusive ‘Invite-Only’ party.
A remote, uninhabited island off the Kerala coast was transformed into a high- energy Voodoo Village. Ginger was burnt over 21 days, to keep out insects and unwanted creatures from the site. Special boats then ferried trucks, gear and people to Ramanathurth Island.
The Party transported guests to another world. The effect was further enhanced through specialized frost lighting techniques which added to the mood on the dance floor. The Voodoo Village Party set a new standard for BTL Activation.
Consumers were required to enter the 12digit unique serial number on the Axe Voodoo campaign URL callofthedark.com along with their personal data. Online tumblers picked lucky winners and announced them online. Selected TG were then required to call the campaign hotline and make their reservations at the RSVP desk.
Google to MSN to Nokia to Yahoo, you name it and all the biggies of the digital world were lined up creating a Digital Carnival within the HUL Campus.
The entire walkway from the customized stalls to the set up to the technical requirements as well as the company requirements was handled by Midas Next providing an uninterrupted flow of events.
There were seventh generation games, 3D technology, drones with cameras that enthralled and fascinated all. It was a treat to watch all the companies put their best foot forward showcasing their technological advancements.
This was then followed by a small get together where everyone basked in the sweet glory of success.
Unilever invited its 19 Key suppliers to showcase their latest innovations to the Senior Managers. Midas Next organized and managed the stall exhibition at the HUL premises. At Renaissance Hotel, Unilever invited more than 100 suppliers from across the organization to gain a deeper understanding of the company’s strategic priorities. Mandira Bedi hosted the show. Unilever also hosted the ‘Partner To Win Awards’ to celebrate and recognise the suppliers who’ve made a significant contribution
Midas Next coordinated all aspects of the 5 day conference; from the registration of the Senior Managers to assisting them in their travel plans to organize a cultural evening, etc.
HUL Analyst meet was an internal event conducted within the HUL campus and visited by the Chief Executive of Hindustan Unilever.
HUL’s market share was discussed in the context of segment contribution by value, building new markets, playing the portfolio to win in each category vis-à-vis competitor share. Strategies were discussed to drive upgradation and winning future markets against the backdrop of serious number crunching sessions.
Products’ superiority were established and promotional strategies were aligned. Making products accessible and leading market development across formats were discussed, shared, and decided. The highly confidential conference event was entrusted to Midas Next only because of the long standing relationship status that Hindustan Unilever shares.
The aim was to create an event that will be remembered by customers for life, just as buying a house is a life-long memory. Keeping this in mind, the customers were given a once in a lifetime chance to meet Sachin Tendulkar as a token of appreciation from Amit Enterprises.
The entire day from the launch of the new property Bloomfield, to meeting customers and taking pictures with them and visiting an NGO for blind children was made into a remarkable experience not only for the customers and employees of Amit enterprises but also for the Little Master of cricket Mr. Sachin Tendulkar.
The 5 Day conference aimed to inculcate the principles of sustainability for a select clutch of managers at Hindustan Unilever. This was under the theme ‘Grow a Generation’. All the 150 attendees over the course of 5 days of intensive discussions came up with a few guidelines on safeguarding the needs of the present without compromising the ability of future generations to meet their needs.
This was clubbed with cultural evenings to showcase their strong roots to Indian heritage.
The Event was the result of Axe Facebook contest wherein 10 winners were chosen to get a chance to meet Sunny Leone. These winners were then given a once in a lifetime opportunity to interact with her over dinner.
Spark Plug 2013’ was the annual day celebrations of ITM Institute of Design and Technology. The show was the platform for its final year students to showcase their individual collections. Approximately 350 people witnessed the event including students of the institute, their family members and a few noted personalities from the fashion and media industry.
Mumbai Cricket Association was inaugurating its new club premises at Bandra Kurla Complex in Mumbai. It was also a felicitating event for Sachin Tendulkar.
Isha Sherwani rendered the Ganesh Vandana to auspiciously begin the proceedings. Acclaimed percussionist Shivmani maintained the upbeat mood with his music. International acts set the event in the desired latitude. Chief Minister of Maharashtra Mr. Ashok Chavan unveiled the club while the President of International Cricket Council Mr. Sharad Pawar witnessed the event.
Sanofi was awarding its target achievers among its national sales team. It was a 3 day event against the backdrop of a rewards and recognition offsite to Thailand.
The conference event touched on the challenges of the previous year and charted the way forward for the year ahead. Sales targets were set and schemes were announced for the forthcoming seasons. The awards evening was the highlight of the gathering, studded with local and international performances.
Gift and Premium Fair was organized by HUL for all the brand managers and employees to gain firsthand knowledge on the options available for brands in gifting during their promotions. For the first time, all the vendors would show their innovative products to all stakeholders across all brands of Unilever.
Suppliers from different categories like glass, plastic and others showcased their products. 17 different suppliers from all across country and abroad were called to participate in the Fair. Through this event, the Brand Teams could get better promotional ideas and global expose in their own premises.
This was the Media Launch for the variant of Lux soaps that was infused with rose petals and fruit extracts.
The two popular youth icons from sporting and the entertainment world were cast to harass the Lux Diva Priyanka Chopra. So she files a police complaint and has them imprisoned. Realizing their folly, the beg Priyanka’s forgiveness and she concedes. And as in any happy go lucky pot boiler, they all go on to live happily ever after.
The content was custom choreographed and rehearsed to deliver exclusive impact among the media fraternity to drive home the ingredients of the new variant. The high decibel event was widely covered on news channels as a lifestyle event.
AGS Infotech Ltd was launching the Next Generation Bank – a set of high technology products and services aimed at improving the functioning of the banking industry.
The exposition allowed for the invited bankers to interact with the technology driven services of AGS Infotech Ltd. The conference garnered their interest and the breakaway sessions with AGS staff allowed for them to engage with them on their exclusive needs.
The trade event was a great success and AGS Infotech Ltd was able to increase its reach and gather sufficient interest at the personalized event for its core target audience.
Mallika Sherawat was the highlight of the meet and greet event for the trade fraternity across three of Breeze bath soap’s markets – Agra, Indore and Kolkata.
The event for retailers and dealers was not only a felicitation event for its top performers among the trade but also the unveiling of a new communication campaign. The brand took this opportunity to entice its traders to start a bidding for the new season’s targets, driven by the alluring actor.
The highest bidder was invited to have tea with the star at her table while others sat around them and watched the onstage entertainment unfold.
Launch of the mobile service in the country was a set of events including a Press Briefing, launch event and inaugural meet of the distributors, launch event for its employees, campaign rollout and brand activation. The launch festivities lasted 3 days and the island country witnessed the launch promotions of the service across its primary cities.
Airtel’s association with Walt Disney was marked with the inclusion of Sachin Tendulkar. To entertain young audiences, Sachin was present to bring the association of the two great brands. Sachin interacted with the children and had photo-op sessions with them and Disney characters. The event was formalized by the launch of the association, attended by the representatives of both companies.
Inspiring TG towards the ‘Back to School’ theme complimented the day’s proceedings; of its speakers & agenda. Communicate the day’s theme is the sub-set of the primary theme & thus crucial for the future of the company. Conference, Fun team building activities, Themed entertainment night.
Insights on use of condoms among those in the lower socio economic strata that visit sex workers was found to be negligible. Research showed that the target market was not proficient in wearing condoms in the dark.
Understanding the challenge that scare tactics such as HIV+ and AIDS will only drive the audience away from the subject, they were given a unique and hands-on experience. They were asked to dress up to be the ‘Star of the Evening’.
They were given parts of a mannequin’s body that they were to accessorize in record time, while being blind folded. While they were participating in the game, their friends among the audience cheered along.
A highly successful campaign for PSI that achieved enormous numbers and Perception Change among the audience, the activity also won Midas a Gold Award in Cause Marketing at Promo Marketing Awards 2005.
Insights on use of condoms among those in the lower socio economic strata that visit sex workers was found to be negligible. Research showed that the target market was not carrying condoms while visiting the sex workers.
To encourage these audiences to carry protection in their pockets, the promotion van and promoters wove through the sex worker districts of the city. They engaged with audiences and played interactive games with them.
Those carrying the condoms were invited to a finale event at the end of the campaign period. Iconic actor, epitome of male imagery and Mumbai’s Own Jackie Shroff was onstage to send the message home and participate in photo-op sessions
Working as ground partners to the television content production house, Midas created a one of a kind event that saw the coming together of leading singers of the Hindi film industry to sing in one voice, a tribute event to ace actor and singer Kishore Kumar.
A Rewards and Recognitions program that marked the end of a trade season, the event was in three parts for retailers and distributors.
The first part was a Trade Briefing Folder that outlined the benefits to the traders, right at the beginning of the campaign. It encouraged the traders to stock up SKUs of the product. Through the season, they were reminded of their rewards at the end of the season. The 3 city event was the culmination of the campaign.
One day prior to the concert format event, the Press Conference over Hi-Tea ensured the media splashed the news of this exclusive event in their city on the concert day. Post the Press Conference was an exclusive Meet and Greet session for top most sales performers and their families with the stars of the event. On the concert day, three categories of seating ensured that top performers got to see their favorite stars upfront. The highest performers in the city were invited onstage and awarded by the stars themselves.
Lux Tak Dhina Teen featured Karishma Kapoor, Pooja Batra, singer Hema Sardesai comedian Jimmy Moses and the dance troupe of film choreographers Pappu Mallu.
Working as ground partners to the television content production house, Midas produced and managed the finale event for the televised show. For an exclusive audience at Centaur Hotel in Juhu, Midas created the illusion of a floating stage over the swimming pool of the hotel using space frame structures.
Midas managed the interspersing the sequences, the jury for the event, the backstage management along with in-venue engagement of live audiences.
The Bhoomi Pooja of Ishanya was conceptualized and managed by Midas. Invited to the occasion were dignitaries from government, social and cultural circles. The event included a pooja in the morning along with a Press Conference during the day, launch of the scaled model of the premises, in-venue branding and in-city OOH publicity.
The second son of Mr. G. M. Rao, Chairman of the GMR Group was getting married and Midas having a long standing relationship with the family, was pressed into service.
Against the backdrop of the Bangalore Palace, the couple welcomed their guests to their reception. The 2000 odd guest list included family members, business partners of Indian and international origin, dignitaries including high ranking government officials, politicians and film stars.
Shankar Ehsaan Loy entertained guests with their hits while Shivamani complimenting the renditions with his percussion. The palace was lit up with architectural lighting to highlight its various contours while gobos of the couple were splashed on it.
It was the year end and Timex wanted to be seen favorably among the elite of Mumbai. Midas conceptualized and managed a yearend party at the ethno-chic venue Tamarind Tree.
The sit-down dinner affair was strictly on prior reservations. Guests could pre-order their choice of alcohol and cuisine spread. Table service by personalized butlers ensured that the guests were left to revel to the tunes of DJ Akbar Sami all through the night.
The first of the Trade Mobilization Events for the association of Lux with Midas, this is where it all began. MTV provided its artists for a ground event that was conducted in 3 cities. One of the cities was captured for television content.
Trade fraternity of Lux that outperformed were rewarded onstage by the stars as intersperses to the performances. The others were seated in 3 categories of Bronze, Silver, Gold and Platinum as per their sales figures.
The two hour event saw the likes of Sukhbir, Mika, Shaan, Sophia Chowdry, and other stellar performances. The events were hosted by Cyrus Sahukar and Cyrus Broacha.
The BPCL Pavilion is an iconic destination for the visitors at Auto Expo. Walk-ins and trade fraternity were welcomed with engaging games that drove home the proposition of its various products. Dancers interspersed at rush hours. Narayan Karthikeyan was invited on one of the days to interact with audiences and for photo-op sessions. Right from trade invitations to press relations at the pavilion, Midas managed the end to end operations here.
It was a show of strength by the management of Bajaj Auto to its partners from around the world. The delegates were visiting with their families. While the delegates were managed in 3 day conferences, their spouses were given the authentic Indian experience panning its culture and cuisine. Post the conferences at Pune, the delegates and their families were taken to other destinations around the country as reserved by them individually. The Concierge Services for this event spanned over a month, with pre event planning and post event cargo of the guests’ take-homes from India.
In a country of 1.2Billion people, lack of opportunity and inequality looms large and cuts across the social strata. Respect for women, empowerment of rural youth, identifying and promoting sporting talent at the grassroots level, community enrichment and other such critical issues need urgent attention and redressal. These concerns come in the way of empowered living and thus, people . Considering that a self-empowered society would be clearly progressive and prosperous, it was time for Ek Perfect Shuruaat to finding solutions to these problems and redirecting these marginalized segments back into mainstream through social liberation, familial upliftment and personal achievement.
We identified an interactive platform that delivers instant recognition and ready participation. It is the religion, game and pastime of India – Cricket. We changed the format of the game to make it shorter and more action packed – which would synonymize with new system of perceiving the current reality. WONDER CEMENT SAATH:7 CRICKET MAHOTSAV became a 7-players-per-side, 7-over-per-inning, tennis-ball cricket tournament. Having a woman player in the playing 7 of the 10member team attracted a 7-run bonus for the team.
The tournament covered every district, tehsil and village of Rajasthan. With an aim to engage the last mile cricket lover, the tournament also looked at identify cricketing talent from within the state for further training at Wonder Cricket Academy, the company’s sports training initiative while making the Wonder
Cement brand name a household name in Rajasthan.
Over 90,000 participants showed their interest in participating in the tournament by submitting their application forms at the select dealer locations in their respective tehsils, resulting in the enrollment of 9000+ teams. Highest teams were formed at Tehsil level was 167 teams in Girwa Tehsil. 7 of these were All-Girl teams. 259 girls participated in the tournament. The oldest Female player was aged 61yrs old. Number of players over 50yrs old were numbering 13. The oldest player was of 65 years old. 2 differently abled individuals also enrolled into teams.
The finale day’s matches at Udaipur to choose the top 4 teams of Rajasthan’s Saath:7 Cricket Mahotsav 2015-16 was telecast live on Neo Prime, which reached a viewership base of over 150million cricket and sports lovers.
"RISING STAR" is a trailblazing interactive talent format that hails a new Era in home entertainment. This show marks the first real-time voting by the viewers via an innovative free app, and will determine if the singer will advance in the competition, as it happens LIVE.
Simultaneously, audience will be encouraged to download the Colors TV app, login using their Facebook accounts and vote for the singer. As the singer's image was flashed on the app, swiping towards the right of the mobile screen would vote in favour of the singer while swiping left would vote otherwise. This would give the audience the necessary practice for the audience to (a) operate the app and (b) develop a ear to recognize the singing talent.
Panning multiple locations across Delhi, Mumbai, Lucknow, Varanasi, Agra and Kanpur and elsewhere across the country, the unique download of the Colors TV app and subsequent voters through the multicity promotional activity backed by television announcements by actor Salman Khan on Bigg Boss and other TV shows for an extended period of 15 days reached well over a million users.
BBB a slice-of-life fiction comedy show on Colors TV where an extremely honest and thorough gentleman (Bakul) is caught between his two wives. He does not like to lie or cheat but is doing it only so that no one gets hurt-and it always ends up with only him getting hurt, which he is okay with. Target viewers are women across SECs A, B, C in the C&S 26-35 category.
To create excitement and generate curiosity for the launch of the show, the client took our recommendation of targeting members of social clubs by using a unique vehicle – The Bhaag Bakul Bhaag Nights. Since the long term plan for the channel was to become Gujarat’s No.1 GEC, we devised a macro theme; in the aegis of which, more such shows will be offered for the viewers of the state to generate on-ground engagement and interaction with the channel. Enter, Colors TV ‘Jalsa Re’ presents ‘Bhaag Bakul Bhaag Nights’.
While Karnavati Club, Presidency Club and Aarya Club were shortlisted in Ahmedabad, Vadodara and Rajkot respectively, the content was custom curated by professional comedians. Vrajesh Hirjee had many Gujarati comedy shows to his credit, besides being a comic mainstay in Bollywood films and a popular face at hosting sporting leagues and awards functions. His inclusion was obvious along with his associate and well known face on Gujarati Television – Prem Ghadavi. Driving home the essence of Bhaag Bakool Bhaag, the plight of the protagonist in delivering to the expectations of his two wives and their families and friends, the state’s favorite standup artist – Manan Desai of The Comedy Factory (TCF). Ojas Rawal, again of TCF played a key part in contributing to the content and bridging the message on the humor platform for audiences.
With print releases on Bhaskar Group publication backed with editorial support, OOH locations in specific markets, radio jingles and RJ mentions and contests along with event coverage on GTPL, the ground event is considered to have reached an audience of 40 million Gujarati viewers.
When the street is the stage – all one need to do is to Win the Crowd. A new talent show that took place in the street with no audience, no votes & no judges. The street was the talents' stage and all they had to do is to win the crowd.
Why the audiences found the show endearing and provoking was that it was (1) Street Vs Stage - contestants performing on street was a visual that has never been seen in talent reality shows, and (2) Unsuspecting Crowd as Judges - reaching out to the country to step up and choose who they want to watch - a show truly judged by the people of India.
The show was for anyone with unique talent and wanting to show to the world and entertain them; it was an open-to-all type of unique talent ranging from malkhamb, skaters, beatboxers, gymnasts, wushu warriors, mimicry, balancing acts, jugglers, magicians, dancers & singers - true to the proposition of the show 'Talent Chalega, Toh India Rukega'. Lajpat Nagar and Janakpuri in Delhi played on-ground host for the show's launch activation and citizens of the city took a step back to witness the talent and give their votes.