Shikha Abrol

The author is Correspondent with BW Businessworld

Latest Articles By Shikha Abrol

Our single point marketing game-plan is to stand out of the clutter- Rahul Akkara, JSW Cement

To differentiate from other players, cement players are leaving no stone unturned to gain customer loyalty and create a distinct brand identity. Rahul Akkara, Vice President- Strategy & Brand, JSW Cement shares with us how the brand uses experiential marketing to achieve this objective.

Read More

“Most caterers know business but not food and food is the soul of catering”- Sarita Bazaz, The Food Affairs

Sarita Bazaz, Founder and CEO, The Food Affairs has catered many events and weddings and is very passionate about what she does. Having a keen interest in food from different cultures, she travels a lot and experiences the different tastes of food and brings them in her menu. Sharing more on her abilities to juggle, adapt and meeting the needs of her increasingly demanding clientele, she shares her recipe for consistent quality.

Read More

Events are the best channel to reach our niche audience privately: Nikhil Lamba, Lladró

Luxury and India definitely have a strong connection and the fact that more and more luxury brands are entering India is a testimony to that. Lladró, the luxury of fine porcelain sculptures, has translated many emotions and stories through their handicraft. Nikhil Lamba, COO, Lladró India in an exclusive conversation with Everything Experiential shares more on their marketing strategies in India and how the brand uses experiential marketing to build relationships with it's consumers.

Read More

‘Experiential’ a key growth driver for healthcare brands: Harish Pillai, Indus Health Plus

It is true that engaging with the people by creating informative content has a far more influencing effect. Harish Pillai, COO, Indus Health Plus in conversation with EE shares how health care brands are making use of experiential marketing:

Read More

Putting the Ding! in Weddings: Aarti Mattoo, Momentum Group

Accredited with the title of ‘Mother of all Weddings of 2010’ and a perfectionist in planning weddings, Aarti Mattoo, Chairperson, Momentum Group with her versatility and competence has carved herself a niche as a wedding planner. In conversation with Everything Experiential, she speaks about her designs, layouts, ideas, and the depth of her clientele’s pockets.

Read More

Engagement through 'meaningful' value propositions: Sanjay Tripathi, HDFC Life

Life insurance is complex and largely a push category. For brand managers, it becomes more of a challenge to engage with prospects and build a long term relationship with them. In a category like this, which is a fundamental need for everyone, HDFC Life has believed in building meaningful value propositions to engage with customers. Sanjay Tripathi, Senior Executive Vice President, HDFC Life, in an exclusive interaction with EE talks about ways to forge an emotional and engaging bond with customers.

Read More

What must an event organizer benchmark against?

The nature of the event industry is such that there is no fixed recipe for success, variables are many and, if not careful, a single blow could knock you out of the game. So the question remains- What must an event agency benchmark against? We rounded up some experts to hear it from them.

Read More

Shelf-to-Media marketing is the strategy for 2016: Vipul Prakash, VP, PepsiCo India

The beverages brands value experiential marketing for numerous aspects. For starters, the technique is a marketer’s playground. With the changing focus from product to experiences, the multi-national conglomerate, PepsiCo is continuing the legacy of innovation and positive disruption. Vipul Prakash, Vice President, Beverage Category, PepsiCo India shares his views in an exclusive conversation.

Read More

Experiences are more than just events- Kiran Shetty & Ganesh Pande, Collective Heads

Organization skills, excellent time management, resourcefulness, efficient network and contacts, negotiation skills, passion, attention to detail, creativity, flexibility, multi -tasking ability, leadership skills, and so on… Event Management is not just about ideas, but about making ideas happen. We explore this through the journey of Kiran Shetty and Ganesh Pande, Managing Partners, Collective Heads, a decade-old firm in the business of events, promotional activities, channel marketing, rewards and recognitions programs and MICE.

Read More

A lesson in wedding design and planning for perfection with David Beahm

Planning and designing an elegant and luxurious affair truly takes a lot of devotion. Known for his inventive work and trademark lavish floral creations, David Lee Beahm, Founder, Design Beahm Custom Event Styling shared his insights on, “Planning for Perfection - the Business of Wedding Design” at the International Convention of Wedding Fraternity (ICWF), 2016 held from 3- 5 August 2016 at the Fairmont in Jaipur.

Read More