Showtime executes launch of Daimler India commercial vehicles


Daimler India commercial Vehicles (DICV) has been focusing on strengthening its presence in the Indian commercial vehicles space. As part of the same strategy, the company inaugurated its latest bus manufacturing facility at Oragadam near Chennai and simultaneously unveiled four new buses and four new trucks at an event titled DICV – Premiere 2.Showtime Group was entrusted with the responsibility of producing the series of events that finally unfolded in front of 1000 special invitees at the sprawling New OBL Yard within the DICVplant premises between 27thand 30th May 2015.

Taking into account DICV’s plans to bring to the Indian market technology that’s miles ahead, the event was themed ‘Transport for Tomorrow’. The extensive branding strategy was executed at various touch-points at the venue- reception, waiting lounge, VIP lounge,main event arena, F&B space, and the show track holding area. Thus clearly communicating DICV’s intent to revolutionize the Indian commercial vehicles space with the very latest in automotive design and technology.

Historically, Daimler’s products have always been acknowledged as a marvel of engineering and design. Keeping the same aspect as the central proposition, the 4 buses and 4 trucks (the launch models) were literally made to hog all the spotlight through a seamless blend of aesthetics and technology.

The event was brought to reality through a mammoth production effort that saw an army of over 200 event professionals and workforce working with clockworkprecision for over four weeks to construct the vast event spaces. A 55 m x 40 m main event hangar, four extra hangars, product forums, meeting rooms,a test track holding areaand a 160ft x 60ft stage that was reinforced with 15 tonnes of iron and wooden planks to be able to take almost 120 tonne weight of the launch vehicles!

The highlight of the launch was a fashion sequence with vehicles being driven in, on a 180 feet long reinforced track overlooking a 160 feet x 60 feet customized stage, even as a huge 110 feet wide motorized projection screen in the backdrop showcased the technical highpoints of the launch products.The fashion sequence ended with the screen going up to reveal the new line-up on stage.

The customer interaction effort was further enhanced with the special invitees – national and international media, business partners and customers – being taken on a guided tour of the bus and truck manufacturing facilities. All in all, the event was a huge success… thanks to the coming together of communication, event design, technology, and perfect collaboration between the teams from Showtime and Daimler India Commercial Vehicles.

Speaking on the execution of the event Ganeshram S, Manager-Client Relations, Showtime Group said: “Showtime went the extra mile to make its presence felt in the automobile world. We put in over two months of efforts giving our best and worked as a team in executing this mammoth event. Indeed, it was a challenge flawlessly executed especially functioning under extreme weather conditions, constructing such massive intricate structures and maintaining high execution and safety standards.”

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