#Flashback: Blockbuster events of 2013
2013 saw India hosting a huge number of experiential events, giving brands ample opportunities to interact with the target groups. EE rounds up the top events of 2013 spanning across genres including fitness, auto, music, literature.
STANDARD CHARTERED MUMBAI MARATHON: Held on the third Sunday of January, this flagship race sponsored by Standard Chartered, is one of the biggest marathons held in the country. The 2013 edition attracted 40,000 runners. SCMM is now recognised as India’s largest charity platform for non-profit organisations to race funds for their projects. Over Rs 900 million (USD 17 million) have been raised by non-profits between 2004 (its first year) until 2013. The enormous scale of the event has attracted big sponsorship names such as TCS, which is the co-sponsor, BMW, Omron, Kingfisher Premium, DHL, and others.
JAIPUR LITFEST: Termed Asia’s largest literature festival, Jaipur hosted this 5-day annual convention in the month of February. With an attendance spanning 150 writers, poets, musicians and performers, and more than a lakh and a half visitors, JLF 2013 was the biggest literary blockbuster of all. It was initiated in 2006. The two consistent sponsors of the event continued to be infrastructure company DSC Ltd and Diggi Palace, the heritage resort in Rajasthan that has been hosting the literary carnival. The other big sponsors were Tata Steel, Google, Airtel and Coca-Cola.
LAVASA WOMEN’S DRIVE: Originating in 2009, this unique car rally aids the Woman's Cancer Initiative of Tata Memorial Hospital, Mumbai. Held around International Women’s Day, this car rally originates simultaneously from Pune and Mumbai, culminating in Lavasa. In the previous edition, more than 2000 women participated. The scope of the event with such a huge captive audience comprising women, encouraged a number of brand associations including Riso ricebran oil, Kotak Mahindra Bank, Four Fountains Spa. It was primarily organised by Lavasa in association with the Times of India.
NH7 WEEKENDER: The NH7 Weekender is one of the most popular music fests in India, christened the Happiest Music Festival. A three-day affair, it is held across Pune, Bangalore and Delhi. The organisers – Bacardi and Only Much Louder announced a new Kolkata edition, starting 2013. The festival boasts of a footfall of more than 20,000. MTS, Levi’s, JFK Tyres, Zippo associated with the event.
TATA LITERATURE LIVE!: Mumbai hosted the 4-day literature convention in November attracting 25,000 enthusiasts. Over 120 celebrated writers and thinkers from all over the world were present during this festival. Tata was the main sponsor of this event. Other sponsors included Taj Hotels, Landmark, British Airways, Go Air, Standard Chartered, Hafele, JSW Steel.
AIRTEL DELHI HALF MARATHON: The capital city hosted one of the prime marathon events in the country in the month of December. It was initiated in 2005 with Vodafone as title sponsor. Rival Airtel took over the title sponsorship rights in 2008 and has been associated since. The 2013 edition saw participation from a whopping 31,000 runners. BMW, DHL, Reebok, Kingfisher Premium, Omron, Max Healthcare were the premier brand associations. Besides, Snickers, Philips, Oxfam, Borges, Skoda, were also associated as events sponsors during the pre-marathon build-up stage.
COMIC CON: Catching up with the global popularity of this concept, Comic Con India kickstarted operations in 2011. The main edition held annually at New Delhi and express editions annually at Mumbai and Bangalore. For the first time, Hyderabad edition was flagged off in September 2013. The Mumbai edition that concluded in December 2013, saw a footfall of more than 35,000. A large number of publishing houses – both Indian and international, associated with this event. It also saw a number of launches as Microsoft launched a Windows 8 app for Amar Chitra Katha, the popular Indian comic book franchise.
SUNBURN Goa: Marking an end to the year, party zone Goa’s Candolim beach hosts the mega affair – Sunburn in December. The 3-day festival dedicated to electronic dance music, it is organised by Percept. 2012 saw the launch of the Noida edition, while 2013 kicked off the Mumbai leg as well. The flagship Goa edition of 2013 hosted 120 artistes and the organisers are expecting a footfall of over a lakh. Sponsors include Hero as the prime sponsor, with Absolut, Tuborg, 7UP, Woodland, Philips, Canon and others.
MOOD INDIGO: Now in its 42nd edition, it has become the largest cultural festival in the whole of Asia. Indian Institute of Technology Bombay’s annual festival, spanning across four days, is held towards the end of December every year, attracting a footfall of more than 80,000 students from more than 600 colleges from across the country, and even overseas. 2013 saw sponsor association with Oreo as Title sponsor, which conducted a huge experiential activity – Dunkathon, setting up an entry in the Limca book of records. Other sponsors included LinkedIn, Nokia, Eureka Mobile Advertising, Spykar, Reliance 3G, Coca-Cola, Nike and others.
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