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Tag: Zee Melt 2015

  • Melting to a fabulous show

    Melting to a fabulous show

    MUMBAI: After literally ‘Melting’ for two days with sessions going around at all times, Zee Melt 2015 in association with GroupM was a resounding success. Speakers from across the globe flew down to address audiences with their expertise.

     

    Not only that, the event was trending on Twitter on day one. With agencies having workshops and stalls to showcase their work to the masses, Zee Melt 2015 was possibly one of the most memorable events in town.

     

    The two day festival of creativity in advertising and marketing created by Kyoorius in partnership with Zee, GroupM and D&AD offered delegates a plethora of choices of events, such as workshops, seminars, showcases and the main conference.

     

    Kinetic Future Citizens was centred around understanding the consumers of the future – their needs, wants and behaviours. Kinetic Future Citizens engaged the delegates with a different experience. The concept was simple. One had to pedal a cycle and the animation on the TV would start playing. A technology, which understands the future of consumers and the environment. 

     

    Meanwhile, Happy Finish created a lot of buzz with its augmented reality experience. It made delegates enter the virtual world in their world and do many things like bring a car alive when it is actually not present. 

     

    Metalworks by Maxus, on one hand, through its Provolv Cricket wearable technology kit gave delegates a player performance cricket match experience, while Mindshare had an interactive marketing Purple Box and Loop Room.

     

    The industry appreciated the work and initiatives taken at Zee Melt 2015. Here is a look at what some of them had to say:

     

    Madison World chairman Sam Balsara tells Indiantelevision.com, “I could not attend much of the sessions, but I did attend Martin Sorrell’s and it was a great one. The initiative is a good one and in the near future more and more such events are likely to emerge. It was a fabulous show and I look forward to more years of Melt 2015.”

     

    Ogilvy & Mather former ECD Abhijit Awasthi summed it up in two words – “It’s fabulous.”
     

    BBDO India chief creative officer Josy Paul said, “I enjoyed the MELT experience. I attended some of the seminars on Day one and the awards night on Day two. I thought the turnout and energy was fantastic. Great idea to have it at the Nehru centre. Never realized the place had so many auditoriums and seminar rooms. This created an integrated well knit feeling. It also helped that the location was close to our office.”

    He adds, “The teams from our office who attended both the days were singing praises of the workshops.They are keen to cascade their learning to the rest of the office. Congratulations to the organizers for bringing together such a diverse set of speakers across so many different disciplines and fields of communication and technology. What’s great is that these new influences are people, ideas and actions that we are not exposed to sitting in our offices. So the interactions were most rewarding.”

    Advertising Club chief operating officer Bipin Pandit said, “We are eventually from the same fraternity and it was a good initiative.”

  • Kyoorius launches ‘Melt’; says not competing with Goafest

    Kyoorius launches ‘Melt’; says not competing with Goafest

    MUMBAI: “Today there is a lot of talk about digital media, technology and data, but ultimately ours is an “ideas” business. And it’s great ideas that build great brands,” announced GroupM South Asia CEO CVL Srinivas. 

    Clinging on the same lines has witnessed the birth of a festival of creativity – Melt 2015, at the convergence of advertising, digital, media, marketing and emerging technology.

    Launched by Kyoorius in partnership with the three lords in the media and entertainment sector – D&AD, GroupM and Zee Entertainment Enterprises, the two day festival is an attempt to fill the gap, which addresses the blurred lines of advertising, marketing and digital space.

     

    “We felt there is nothing happening in India that stimulates the entire marketing and communications industry at large. So while there is something happening for the marketing, advertising and digital independently, it does not happen at the convergence of all these three put together,” said Kyoorius CEO Rajesh Kejriwal. 

    Elaborating on choosing the name Melt for the event, Kejriwal said that the lines are blurring today. “The media company is also doing creative and digital work and then there are digital agencies that are doing creative work. Advertising agencies have opened their own digital houses. It has all become a melting pot and so the name.”

     

    The festival doesn’t have sponsors, but has partners. These include: Hindustan Times, Happy Finish, Afaqs, Pepperfry, Future Laboratory, Hyper Island, The Partners, BrandMusiq, One Eyeland, Maxus, YouTube, Google, BARC and many more in the pipeline.

    To be held on 21 and 22 May at Nehru Center and NSCI at Worli, Mumbai, the festival will be filled with seminars, exhibitions and workshops, which will culminate with the Kyoorius Advertising and Digital Awards Night on 22 May to be held at NSCI Stadium. 

    Kyoorius expects close to 5000 delegates and 60 speakers attending the event across the two days. The event could also see close to 25 partners. “Next year will be larger wherein people from South East Asia will also be participating,” informed Kejriwal. 

    A lot of research has gone into creating the festival. “We met a number of marketing people and understood their problems and the terms that they didn’t understand, which could range from content marketing to brand activation. Through the research we found that there was a common problem between the media and the marketing people and so we wanted to put content that addresses their core issues,” added Kejriwal. 

    The sessions will address all issues across platforms. Starting with a creativity conference, which is aimed at the advertising community, day one will also see learning for the media people, for Facebook and Twitter marketing, session on measurement with the coming in of new ratings body amongst others.

    “Different partners have come onboard to curate content. There will be workshops like the Sonic branding workshop, YouTube workshop on launching a YouTube channel, on being a YouTube star etc,” informed Kejriwal. 

     

    According to GroupM’s Srinivas, the benefit of an event like this is that it can attract talent. “The biggest challenge as an industry is to be able to attract talent and then sustain them, because over a period of time advertising doesn’t remain an attractive career option. It is through events like these that we will bring the advertising sector back on the radar of young talented people and show them how attractive the sector is.”

    Talking about the reason for GroupM’s association with Zee Melt 2015, Srinivas said, “We wanted to play a role in showcasing what the industry does overall, especially the creative side of the industry, to get the young talent excited about the industry and hopefully to improve the talent quotient of the industry.”

    On Zee’s association with Melt 2015 Zee corporate brand head Roland Landers said, “When Kyoorius pitched the idea, we felt that it blended with what Zee does as a corporate brand.”

    Zee currently boasts of two brand intellectual properties: Zee Leadership series, targeted at CFOs and Zee Mindspace targeted at the CMOs. “When we looked at the Kyoorius event, it looked like a longer version of the Zee Mindspace event,” reasoned Landers.

    The network on day one will look at crowd sourcing of content. “We are a content company and we believe that anybody who has a good content idea can come to us with the idea. We will evaluate that through our screening process and the short-listed ones will be further evaluated by our senior team at the venue. If we like the idea, we can back it as well,” informed Landers.

    Zee has in the past partnered with a number of events from Goafest to AAAI, but this one is too close to its heart. Landers explained, “In events like Goafest, we are merely a presenting sponsor or title sponsor but beyond that we don’t get an opportunity to use our creative talent anywhere. With Melt, we believe it is the partnership that will evolve because we are integrating our own IP into this.”

    Many in the sector feel that the two day festival is in direct competition to the upcoming Goafest. When quizzed about the same, Kejriwal said, “There is a need for not just one or two but four such events.”

    He added, “Goafest is a great event, but then we do need more such events. The industry has 25,000 people, Goafest gets some 2000 to 3000 people, Melt 2015 should get close to 5000 people, but there are so many more people and learning doesn’t stop.”

    Kejriwal also feels that considering such events are targetted more at the younger lot, it is important to have an event of this scale in different parts of the country. “Not everyone can go to Goa and so we decided to keep it in Mumbai,” said Kejriwal while adding that since Delhi is a growing market, Kyoorius will be doing an event sometime next year in Delhi as well. 

    Echoing the same, Srinivas said that the industry can do with a lot more events like Goafest and Melt. “As an industry, we are still very young and there is a long way to go. We don’t see anyone competing with the other,” said Srinivas.
     

    The list of final speakers and the public announcement with regards to the event will be done between 15-20 April.