Blue Star-India’s largest air conditioning (AC) & commercial refrigeration company assigned Percept as their event partners for the multicity launch of Blue Star. The mega launch commencing from January 2013 in Chennai, Hyderabad, Kolkata, Mumbai, Delhi and Chandigarh will continue till February 2013. Percept Sports & Entertainment conceptualized and won the account while the entire event was executed by Percept ICE. One of the key reasons for the account win was to do away with the regular show format that Blue Star has been following till date.
Commenting on the account win Aditya Motwane, COO – PS&E said “The team has worked hard in these tough times to get new clients on board. Our strategy has been to have a diversified portfolio given our creative expertise and to disseminate risks across industries. Blue Star is a premium brand and we are proud to be associated with it.”
Elaborated Girish Hingorani – General Manager, Corporate Communications & Marketing, Blue Star Limited,”We have engaged Percept for our multi-city product launch. The Percept team comes across as highly responsive and committed. Moreover, they try to understand the brand’s needs in order to recommend a strategic solution rather than focusing only on the execution. We look forward to having a long and mutually beneficial association with Percept.”
Said Nazneen Karimi, COO, Percept ICE,” “During our pitch for multi-city launch we showcased our ability to pull off all the events with great diligence and uniformity across the country. Our geographical reach coupled with systematic planning was one of the key reasons for the win.”
Blue Star wanted to create a strong brand positioning of ‘Made For Maharajas’ for themselves and the brief included the same. PS&E BD team quite creatively started conceptualizing the concept and the theme for the event with the idea of creating a royal affair for the guests. However, the challenge was the show content and the launch idea. While the pre- event to pre-function area experienced the maharaja theme easily, the launch idea could not date back to the ancient era due to the modern brand positioning of Blue Star. Therefore, in sync with the brief, a Maharaja and mantra skit was created as the key content, coupled with an interesting drama which was inter-woven with the entertainment acts.
Watchout technology shall be used to transport the guests into the ancient era and to launch the products innovatively through an AV. Some of the acts are quick change act, illusion act and bollywood dances. The stage design and the product display areas were customised to match the ‘Maharaja Theme’. The product display area has been given special attention as it is the vital area of the show where physical products were to be displayed. Even after the stage event is over, there was a special surprise act planned amidst the guests in the pre-function area. The key task is the turn-around time considering that there was a morning press conference at the same venue as well. Strong coordination between the Team Percept (PS&E and Percept ICE) and flawless execution of the event fulfills the client’s desire of running a fantastic multicity launch show.