Percept executes multicity launch campaign for Land Rover
Percept ICE, a company of Percept Limited, recently executed the multicity launch of Land Rover’s “New Discovery Sport“. The 4 city tour was held at Delhi- 4th September, Pune- 18th September, Kolkata- 26th September and Bengaluru- 3rd October, 2015.
Percept ICE's scope of work encompassed right from planning the flow of the evening, designing the set and producing the sound and light for the show. It also revolved around taking care of logistics of the artists, the entire planning and execution of unveiling the cars, identifying the entire layout of the hotel, and raising the standards of hospitality by detailing every aspect of service and also the overall décor at the Venue. The setup constituted of a stage with huge LED screen split into various sections, 2 bar counters along with artist risers. A live twitter feed LED wall was also set up where guests could post their pictures and comments across all platforms through a common #ReadytoDiscover
The host for the evening was Tara D’souza and the artists Faizan Hussain, a percussionist (nephew of the living legend Ustad Zakir Hussain) and Lavine DaCosta (one of the indo-western cellists in India) was made to craft a music piece especially for the launch.
The main launch sequence involved the SUV coming out of the specially designed and constructed car pit while Faizan and Lavin were performing live on the music piece. The New Discovery Sport emerged out of the car pit from a roll up shutter mechanism and went onto an articulated ramp till it reached the rotator on the stage. Due to the ballroom space constraints in Kolkata, Percept ICE modified the launch sequence tactfully. Instead of the articulated ramp, the car was unveiled with the help of auto suction mechanism, leaving the Kolkata guests stunned.
The evening ended with the guests grooving to the music of Electrovertz Nina Shah and Mallika Haydon.
Commenting on the successful management of the event, Nazneen Karimi, Chief Operating Officer, Percept ICE said, "We have been associated with Jaguar Land Rover for quite some time now. Our theme was focused on projecting luxury and comfort as it symbolized the brand's extensive global portfolio, extending into the experience of owning an off roading luxury segment car. Hence, the whole setup and décor was done keeping this in mind. Providing the guests with the chance to explore the ‘structure’ ‘features’ and ‘magnanimity’, we aimed to deliver an experience like never before. Also, customized food and beverage menus coupled with the overall décor were done keeping in mind the prospective buyers that were handpicked to attend this launch”
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