EVENT BACKGROUND - INDIA

• The Times of India Sesquicentennial Year celebrations spearheaded

the Event Revolution in India (1988-89)
• Timeless Art (Works of Manjit Bawa, Anjali Ela Menon, M F
Hussain), Yves St. Laurent fashion Show organized on a very large
scale
• Raagas (A 3-day Classical Music) was held for the first time
featuring many top-notch maestros
• Victoria Terminus (Now known as CST) was converted into an Art
Gallery for a period of 10 days to showcase Timeless Art
• Army, Navy & Police bands played at prominent locations to add
fervor and revelry to celebrations
• International Auction Giant Sotheby’s auctioned their paintings
aboard the Training Ship ‘Jawahar’, proceeds of which went to
charity
• India’s largest and best event company Cineyug was born
 CHALLENGES…
• No trained or so-called event expert existed
• Infrastructure, equipment had to be flown in
from off-shore
• Technical & technological know-how was a facet
that needed dependence from expatriates
• Large-scale activities unknown; hence uncertainty
over objective-fulfillment hung overhead

During this period, the term ‘EVENTS’ came into

prominence since activities on a mega-scale suddenly
mushroomed
 DEFINITION…
• Occasion where a gathering of a target audience meets to celebrate or experience
an occurrence, designed and organized to communicate and interact with the
purpose to achieve an objective

• A dynamic plan involving a live multimedia package organized with a preconceived

concept or idea

• An activity customized and modified to meet a client’s objectives in terms of his

reach and suitability

• An activation that influences the minds of a sharply defined audience gathered

there by providing them with an enthralling, interactive touch-and-feel experience

• A happening that is temporary with a finite, publicized life

• A single run-through experience which cannot be repeated and has the sole
objective to capture the consumer’s attention
 THE NEED…
• Acquires basic leisure needs
• Uniqueness of ambience
• Touch-and-feel experience
• High visibility
• Greater impact than any other media
• Powerful medium to zero on specific market
segments
 TYPES…
• Corporate Events (Corporate & Business World)
• Social/Private Events
• Sports Events
• Cultural Events
• Trade/Business Events
• Educational Events
• Educational/Hospitality/Art Events (Corporate,
Film & Entertainment World)
• Civic/Government/Political Events
• Hallmark Events
 OBJECTIVES…
• Revenue Generation
• Fund-Raising
• Marketing Purpose
• Brand/Image Building & Communication
 ADVANTAGES…
• Ability to bring together a sharply-defined audience

• Option of controlled reach can be exercised

• Flawless & Professional Events leave a memorable impact on TA

• ‘Live’ Events enable interactive communication, reach, impact and tangible immediacy
of measurement
• Generates instant feedback

• Customized to client’s requirements

• Offer major chunk of television software to all channels

• Certain products such as Cigarettes, Liqour, Gutkha use Events as a marketing tool for
audience communication
 CODE OF ETHICS…

Designed by the international special events society (ISES)

• History
•Funded in 1987
• Has 30 chapters, 5500 members worldwide
• Conglomerate of professionals from various event disciplines
•ISES mission – to educate, advance, promote the special events industry and
network of professionals along with other industries
• Helps the member evolve into an industry expert through the various
programmes and affiliated idea exchanges
• Participation in CPD (conference for professional development) & other ISES-
sponsored classes enhances professional credibility
• this leads to the member becoming a certified special events professional
(CSEP)
 CODE OF ETHICS…
• Promote, increase & maintain
highest standard of professional
conduct
• Strive for excellence, perform
consistently at par or above industry
standards
• Use only legal and ethical means in
industries negotiations & activities
• Protect public against fraud/unfair
practices; promote practices which
bring credit to the profession
•Maintain adequate and appropriate
insurance coverage for all business
activities
• Maintain industry standard of
safety and sanitation
• Provide truthful and accurate
information wrt performance of
duties. Use of a contract
• Commit to increase professional
growth and knowledge, attain
educational programmes, to
contribute to meetings & journals
• Strive to co-operate with
colleagues and suppliers and all
concerned to provide highest
quality at every level
• Subscribe to and abide by ISES
bye-laws & policy