The AUDI R9

Launch
• Client: Audi
• Event: Launch of the Audi R9
• Event budget: 10-15 crores
• Event date and time: 20th November, 2010, 4pm
onwards
• Event venue: Cruise line - 10 kms from the shore of
the Arabian Sea
• Geography: Mumbai
Vision

To make the launch Audi R9 synonymous with

style, class, glamour and efficiency
Objectives
• To make a loud noise in the market about the launch

• Establish the brand as ultimate luxury brand.

• Offer a lifetime experience

Target Audience

• Media- lifestyle magazines

• Lifestyle television channels
• Newspapers
• Other magazines
• Electronic media
• Topmost industrialists of the country, hoteliers
• Famous actors and other A-list celebrities from the Mumbai
film industry
• Socialites and the elite circle
 Event Description
• The cruise will start from the Juhu beach at 4pm and will consist of 300
guests who will be ushered in by the Managing Director of the company

• The cruiser will then be taken to the chosen spot ( 10 kms from the coast)
where the Audi R9 will be kept in wraps on a barge

• As soon as the cruiser reaches the chosen spot, the guests will be asked to
come to the deck from where they will get a direct and close view of the
barge and the car. It’ll add to the surprise element of the event.

• The Managing director will unveil the car at 6 pm alongside a spectacular

fireworks show and pose for the shutterbugs/media.

• The post launch party will start at 6pm

• There will be a musical extravaganza where famous jazz, soul and blues
musicians from the US will be performing.

• There will also be broadway musical performance by a renowned troupe

from the UK.

• The cuisine will be of 4 types- French, Italian, Indian, Japanese.

• There will be free flowing French wine and cheese.

• There will be a goodie bag for all guests, consisting of champagne bottles
and a ‘Thank You’ card. There’ll also be a key chain in the shape of the Audi
R9 with a carved message - “It’s time you own one.”
Responsibility- division of work :

Category Reponsibility
Venue and setup Apurva Mishra
Equipment Sayani Bagchi
Creatives Ekta Ganotra
Invites/Passes Parneet Hira
Travel/Boarding Oindrila Hazra and Bhakti
Arora
On site management Pratik Dogra and Tanvi
Maheshwari
Security Sakshi Kharabanda
 Venue and Decor
Venue Décor
Colour combination White and lilac

Flower Arrangements Lilies

Decorations Glass candles
Arrangement Scattered round tables
Seating Round tables to seat ten people each
with refreshments

Name tags Based on the profile

Ushers Escorts assigned to the guests

Permission OC, Permission from the ministry of

shipping of the Government of India,
Police permission
 Event Description

Category Features
Entry Entry by invitation only. To be
couriered to the guests. Clearly
mention no. of persons per
invitation. Invitations are non
transferable. Sustained RSVP
calls. Clear instructions to carry
invitations. Holograms on
invitation to prevent duplication.
ENTERTAINMENT

Category Features
MOC Lisa Hayden & Milind Soman
Performances a. Herbie Hancock (Jazz
performance-45 minutes)
b. Broadway Musical Show-
Chicago by John Kander
Risk Analysis
• Guests don’t turn up on time
• Rains
• Security issues
• High tide
• E
 THANK YOU
- Apurva Mishra
- Bhakti Arora
- Ekta Ganotra
- Meenakshi pandey
- Oindrila Hazra
- Parneet Hira
- Prateek Dogra
- Tanvi Maheshwari
- Sakshi Kharabanda
- Sayani Bagchi