Indiantelevision.com Team

(27 April 2009 11:00 pm)

MUMBAI: The India experiential marketing industry has announced the launch of its apex industry body the Event and Entertainment Management Association (Eema). The aim is to provide a unified voice for the industry worth over Rs 100 billion.

Eema president Michael Menezes notes that experiential marketing has grown over the last two decades and has become a critical mix for any brand looking to make difference in connecting directly to the consumer.

“This also explains in part how this industry that encompasses everything from product launches, roadshows, brand activation, awards nites and even wedding and is often referred to as the below the line space is now almost as large as the conventional ad industry itself. It was only appropriate for the industry to set up a body that will look after its interests and represent its concerns to the government,” he says.

Menezes goes on to note that industry stakeholders have a role to play in the management of sports and entertainment related events like the IPL. The association has a hundred members including DNA Networks, Wizcraft, Percept D Mark, ESP, Vibgyor, Hexagon, Fountainhead and Ice Global.

Brian Tellis who runs Fountainhead and is Eema executive VP says that there are several challenges that this industry faces. One of these is the lack of infrastructure. Then there is the issue of licensing and getting permissions, There is also the tax structure at both the state and national level. There is also the challenge of dealing with the IPRS and PPL.

“ The industry is also facing a talent crunch. Having a measurement tool for ROI is another challenge. Of course this is not the easiest thing to measure. But a solution has to be found. It is important that event management companies position themselves as being partners to brands," he says.

		Menezes adds that the organisation is talking to service tax and entertainment tax authorities. As a result of dialogue with the government, Delhi has a single window clearance to do events. It helps that authorities realise that for viewers entertainment must go beyond just the television set.
	From Left President EEMA Michael Menezes, MD Parmeswaran, Vikram Phadnis, Shaimak Dawar and EEMA Vice President Brian Tellis

Eema also announced Eemagine 2009. This is an industry convention and the second edition takes place in Agra from 9-12 July 2009. There will also be a technology expo that will showcase the latest developments around the world related to technology and infrastructure for the industry. There will also be the Eemax Awards. There are 20 categories. These include agency of the year, signature event. The latter is for a celebratory event done by an organisation targetting a specific audience and which is not done annually. Judges will be looking for examples of impact, memorability and recall, creative thinking, innovative use of technology and logistical expertise.

Then there is an award for sporting event. This is with regards to a programme that leverages a sports sponsorship. The criteria for the winner will be creativity, results, message and method of activation.

In times of recession, companies are looking at cutting costs. So it is fitting that there is an award for most creative use of a small budget. The budget should not exceed Rs one million plus taxes. The emphasis here will be on creative thinking, planning and execution that resultin a very impactful outcome for the brand.

The judges for the Eemax Awards include Real Global Broadcasting director Sunil Lulla, McCann Ericsson creative director Prasoon Joshi, Future Brands MD and CEO Santosh Desai and DraftFCB Ulka CEO MG Parameswaran.