The Hindu : New strides in event marketing

Online edition of India's National Newspaper
Saturday, Jun 29, 2002

Southern States

Southern States - Kerala

New strides in event marketing

By Our Special Correspondent

KOCHI JUNE 28. The appellation `cosmopolitan' is often attached to Kochi city but there may not be many takers for the same. However, there are people and institutions which are trying to bring in a semblance of sophistication to the way society thinks and one such is the quaintly named `Impresario' which had by now made a mark in the nascent field of `event marketing'.

Established in 1995, it is the pioneer event marketers of the State and has created a niche for itself at the top within a short span of time. It has an impressive track record of conducting over 3,400 events in just seven years and has the credit to managing almost all the major events that have taken place in the central part of the State. Having introduced road shows in the State to market the popularity of many a product, this event marketer is regularly entrusted by national and multinational companies to launch their products, the latest being the launch of Pepsi Aha. The company also organises birthday parties exclusively for children, exhibitions, fashion shows, cultural nights, conferences etc.

Of late, the innovativeness of the event makers found new meaning when it changed track and offered image consultancy, still a fairly new concept in Kerala. The company personnel say that they are constantly on the lookout for rich talents and gifted persons and helps groom interested individuals, their rough edges polished to perfection. The company becomes the caretaker, overseeing each and every aspect, including the manner of dress and speech as well as the day-to-day activities of each personality. The company has also launched a new project called `wise kids club which is meant for children in the age group of five to fifteen years. The aim is to provide the children with a value-based concept better termed as `edutainment'. It looks at giving the child an overall opportunity, beyond his scholastic involvement, providing an outlet for children to express their inner skills and interests.

The `Sing Along' project has also been envisaged under the aegis of this organisation to bring across a cross section of children from various schools and cultural diversities. The `Sing Along' comprises nursery rhymes, action songs and other items of interest to children who are ideally between four and ten years of age but children of other age group are not excluded. The songs are not merely sung but are performed by trained adult professionals, who ensure that the programme follows an interactive style. Children are requested to sing along, are asked simple questions relating to the familiar songs, and in the case of action songs, they are encouraged to actually participate. By presenting a programme wherein the audience is already familiar with the content, the focus thus turns to the aspect of participating, of `singing along'. In fact, most adults present enjoy and appreciate the show as much as the children do, if not more.

The company personnel say that response to `Sing Along' has been overwhelming, bringing home the fact that regardless of age, there is a want and need for quality programmes that can be not only entertaining, but educative as well.

The company claims that it has introduced to the State an innovative concept of event marketing. It has also used entertainment as a media for brand popularity.

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