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Latest Articles in protalk

Besides entertainment our event must take care of the environment- Anirban Ghosh, Chief Sustainability Officer, Mahindra

The iconic Mehboob Studios in Mumbai witnessed Asia’s biggest celebration of blues music with the 7th Mahindra Blues Festival oranized by Oranjuice Entertainment. Each year, the festival has treated its fans to an extraordinary set of blues music providing soulful singing. This year was no less; with high expectations of a blues fiesta, the festival got off to a flying start with the musical stars, with a key focus in Mahindra’s commitment towards sustainability. In an interview with EE, Anirban Gosh, Mahindra’s Chief Sustainability Officer talks about Mahindra’s going green initiative, where each and every element of the festival was organised keeping the environment as the priority. Excerpts from his interview.

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I have tricks up my sleeve no one in the world has seen before- Illusionist Karan Singh

He might just be sitting next to you in your metro ride and could know your deepest darkest secrets. He elevates magic to a next level and calls it mind reading. Karan Singh, a mind reader, a hypnotist who has mixed traditional magic tricks with psychology and human behaviour has been mesmerising his audience since 2003, he believes that the days where stereotype attached to magic of cutting people in half and making scantily clad women disappear have now long gone. He belongs to a new era of magic which has more to do with mind tricks. In an exclusive interview EE he talks about his eccentric profession and life as a magician.

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It is vital for premium cosmetic brands to connect with users- Diane Lee, The Face Shop

Korean skincare and makeup brand The Face Shop has taken a different route in India to market their products. Unlike traditional mediums of promotion TFS is actually taking up experiential marketing on a large scale to target their customer base in India and compete with the FMCG products already existing in the market. In conversation with Diane Lee, Overseas Marketing Manager, The Face Shop, talks about how TFS plans to be a game changer in the Indian market.

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Production for Justin Bieber entails minimum 2 months of detailed planning- Arjun Jain, White Fox

A unit of Nine Capital Group, White Fox was formed in 2013 with a boutique event featuring Laidback Luke. Within one year the company had hosted artists like Tiesto, Steve Aoki, Axwell, David Guetta, Hardwell and Above & Beyond following its vision to capitalize on the growing live entertainment business in India. To break away from the EDM clutter it will now be hosting pop sensation Justin Bieber on 10 May 2017 at Mumbai’s DY Patil Stadium. White Fox’s Director Arjun Jain, who is also a key stakeholder in India’s premier food festival Grub Fest, shares some spoilers on the much anticipated gig.

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It is important for event professionals to switch from a work calendar to a life calendar- Author Madan Birla

After Fed Ex Delivers and Unleashing Creativity and Innovation , Madan Birla comes out with his new book "Enjoy Balance and unleash creativity." A book where he talks at length about how to maintain a work life balance in today's fast paced competitive world. It talks about internal and external root causes of imbalance in life and how to deal with them, surely something those from the event industry can use. In an interview with EE he talks about how this book will be beneficial for people who work in fast paced industries and barely have time for personal life.

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Experiential marketing paired with tech innovation strengthens brand preference- Raghuvesh Sarup, CMO, Ola

Known for creating a brand presence through localization, Ola is spreading its wings in different parts of the country whilst thinking locally to innovate and solve ground level issues. With Uber and TaxiForSure fighting in the same league, Ola is tapping a billion Indians by creating mobility for the travelers and entrepreneurial opportunities for their driver-partners. Excerpts from a conversation with Raghuvesh Sarup, Head of Categories & CMO, Ola.

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I'm very excited about my debut with Supersonic: Saugato Bhaumik

Live Viacom18's popular music festival Supersonic is moving camp from Goa to Pune this year and slated for 10- 12 February 2017. While this will be its first edition in Pune, 2017 marks few other 'firsts' for the festival. Similar to other music festivals in the league the property this year will be going from a quintessential EDM festival to one thats multi-genre, trying to establish a pervasive appeal. Interestingly also, the festival's main man Saugato Bhaumik marks his debut as the curator of the festival. In an exclusive chat he shares some spoilers to what he's planned for us this weekend at Pune.

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Our strategy is to collaborate with like minded companies- Ishaan Puri, White Rhino Brewing Co

The founder and director of Indian craft beer White Rhino Brewing Co, Ishaan Puri, has long had a passion for brewing. After conceiving the idea for White Rhino he realised that to make great beer he needed to learn about the brewing process himself. He interacted intensively with breweries across the world before building White Rhino brewery followed by a fully equipped packaging facility. Now available across exclusive outlets in the capital, White Rhino is set to mark its footprint in Goa, Chandigarh, Mumbai, Pune and Bengaluru during the course of 2017. We chat with the young brewer to know more about his 'craft'.

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Our and Bacardi’s goals were different, we parted in the most amicable way- Devraj Sanyal, EVC

A whirlwind of a ride and three years of serious troughs and valleys; seems Enchanted Valley Carnival has finally come of age. The festival started as a camp-on site weekend of EDM organized by Twisted Entertainment at Aamby Valley in 2013. Soon Universal Music bought into the idea and brought forth a legacy of expertise, sponsors, production value, the works. Bacardi signed up as title sponsor but that didn’t last long. Competing festivals mushroomed and panic alarms began sounding. Fast forward to 2016, EVC claims to have seen its best season yet last December. We speak with Devraj Sanyal, who retraces EVC’s eventful journey, then to now.

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I will always prioritize experiential before television- Jerome Saigot, VP, Datsun

A relatively new kid on the block, Nissan’s Datsun is aggressively trying to spread its wings in India. Competing within the budget category is not an easy task for any new entrant in the country but Jerome Saigot, Vice President - Datsun, Nissan Motor India is optimistic that by blending affordability with good looks and a strong experiential game plan the brand is poised for success.

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