Manish Seth of Bacardi India on the secret to unique, unforgettable and happiness-inducing experiences


From announcements like the Kolkata leg of Bacardi  NH7 Weekender and launch of a Hot Air Balloon at the Delhi edition of this fest, Manish Seth, Director – Sales & Marketing, BACARDI India Pvt Ltd, talks exclusively to EE about the rise of Bacardi’s premiere experiential event and elaborates the various initiatives of the brand to interact with its target audience.

How does the brand association with NH7 Weekender sync with Bacardi?

We, as a brand have a natural affinity for great music. Throughout our history, right from the catchy Bacardi jingle to live events such as Bacardi Blast, Eristoff Invasion and The Dewarists (a Dewar’s initiative) to name a few,  Bacardi has always aimed at engaging the audience and music lovers through unique experiences, outstanding performances and unforgettable properties.

In 2010, we revolutionised the way consumers interacted with our brands with an unprecedented experience - the Bacardi NH7 Weekender. Together with a startup called Only Much Louder, we gave shape to one of the happiest music festivals to have ever graced Indian shores. This festival has featured artists from all parts of the world to showcase the true and indomitable spirit of music.

What are the most unique elements that the festival goers will always attach importance to?

Apart from the music, Bacardi also offers exciting elements that will keep festival goers entertained. An exciting and fun activity is the Bacardi Buzzer, wherein consumers can participate and get their hands on fantastic Bacardi merchandise.

Another thrilling element to be launched within the Delhi edition of the festival is the Bacardi hot air balloon wherein customers will get a 360-degree view of the festival grounds. We have also planned to kick off Bacardi floating logos, which light up the sky in a visually spectacular fashion. A fun engaging activity that really gets the crowd going is Bacardi’s spin the wheel which lets the participants walk away with merchandise and drink coupons.

Bacardi as a brand will always attempt to give our consumers the best possible experience, an apt example of this is also the limited edition Bacardi memorabilia bottles for our fans, so that they can have something to cherish.

Apart from the fantastic stage set up and the great selection of musical genres at different stages across the festival, we have a central bazaar to bring a carnival feel to the festival.  The central bazaar will give access to our consumers to an array of flea-market styled shops with the on-the-go food options, funky clothing and others. At the Pune leg Bacardi NH7 Weekender 2013, revelers were also invited to bring their dogs and take part in exciting games and activities for their pets.

Are there plans to engage with other music festivals in India?

At this point our current focus is on Bacardi NH7 Weekender, which enters Kolkata this year on December 14th and 15th thereby introducing this festival to a whole new section of India. This festival is a perfect platform for our portfolio of brands each with dedicated stages offering different music genres in the form of – Bacardi Arena embodying the true spirit of music featuring artists from all corners of the globe coming together on the biggest stage, Eristoff Wolves Den with its dance and electronica, eclectic folk and fusion music at The Dewarists stage (A Dewar's initiative) and Breezer Dub Station with its reggae, dub-step, drum and bass.

BACARDI is also excited to witness a successful start to the third season of The Dewarists, which is a Cannes Bronze Lion winning platform continues to recognise, celebrate and promote those individuals who have followed their hearts and shifted paradigms through their original approach. This new season showcases amazing international and national musicians across genres collaborating and creating original music while travelling to unique destinations across India.

Bacardi continually supports passion and aims to create platforms to promote great talent, so the future could hold many more exciting announcements in terms of musical associations.

What have been the other high impact BTL activation initiatives by Bacardi in India?

Bacardi Blast was designed to create an outdoor musical experience. We ensured that its consumers interacted with its brand philosophy to its fullest. This initiative was a revelation for Indian consumers and changed the mindset that parties are meant to be indoors.

Another remarkable property, is Eristoff Invasion, one of India’s leading EDM festivals. This platform, developed by Eristoff helped bring world-class talent like David Guetta and Prodigy to India for the first time. This countrywide music festival allowed tens of thousands of music fans to experience EDM on a scale never seen before.

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Bacardi experiential festivals marketing music news

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