01 The nights Launches, festivals, takeovers and milestones — twelve on the record
Number:Night:
01One8 Commune / 2022 02The Great Indian Sneaker Fest 03Hard Rock Cafe 04The Weekend — Noida 05Sky Lantern 06Flaunt by Duty Free 07Tablespoon — TBSP / 2023 08Ophelia 09Fast & Up — six years / 2021 10Rooh — Ambawatta One 11Tickled Pink 12Daryaganj

A festival’s product is the room

02 The room Experiential, which is a long way of saying: be in the room

In the room,on the night.

A singer in a red shirt, mid-song, under pink light
A singer under the lighting truss, in teal light
A DJ at the decks, a beam of teal light across the stage
The band on a dark stage under a row of lights, in black and white
A guitarist singing with his head back, in black and white
A DJ in a leather jacket at the decks, in red light
A singer in a red shirt, mid-note, under magenta light
A singer under the truss, in green light
A guitarist at the microphone in blue light
A drummer at the kit, in black and white
A DJ in headphones, shouting, under the truss in pink light
Zaeden at the decks, in black and white
Zaeden at the decks, his name on the screen behind him, in black and white
A DJ at the decks beside a laptop, in blue light
A guitarist at the microphone in red and green light
A singer in a red shirt, the truss and speakers behind him
A DJ in headphones and a leather jacket, hands raised, in blue light
Two guitarists on a smoky stage in blue light
A DJ with red hair on the microphone at the decks
A DJ at the laptop, the lights of the crowd beyond, in teal
A drummer, sticks raised, in black and white
A singer in profile at the microphone, in teal light
Three musicians on stage in purple light
A guitarist at the microphone in stage smoke, in black and white
A singer in red on a stage strung with amber lights
A DJ, arms up, behind the decks, in teal light
Watch the film ↓
Contains fast flashing lights

Montage — from the floor, across the twelve

Forty creators in the room is the campaign

Events — the night floor

This is the last of Marketing’s six instruments and the one the other five point at. Launch parties, festival activations, venue takeovers, anniversaries, and the talent standing in the middle of them. Experiential is a long word for a short instruction: be in the room, and make the room worth being in.

An event is not a campaign that happens to have catering. The room is the product — a sneaker fest sells the floor, not the shoes; a global brand with a local franchise sells the night, not the menu; an anniversary is a calendar item until somebody turns it into a content calendar. Our job on the night is to make sure the right forty people are standing in it, and that what they saw survives the next morning as something the brand owns.

Which is why this room never travels alone. The stack that fills it is built by Creators; the feed that keeps it alive afterwards is held by Social. The night is the spike. The rest of the page is what makes the spike worth paying for.

Events — the instrument on the marketing page →
03 The records Every case filed under this room — tap a row to open the file
Number:Case:Link:
01One8 Commune — 6.18M reach from one venue#case-one8-commune 02The Great Indian Sneaker Fest — 40+ creators#case-tgisf 03Hard Rock Cafe — live music · New Delhi#case-hard-rock 04The Weekend — a constellation launch#case-the-weekend 05Sky Lantern — a Sunday made into a season#case-sky-lantern 06Flaunt by Duty Free — nightlife#case-flaunt 07Tablespoon (TBSP) — Italian casual fine dining#case-tablespoon 08Ophelia — modern European · Delhi brunch#case-ophelia 09Fast & Up — the sixth-anniversary night#case-fast-up 10Rooh — fine dining · Ambawatta One#case-rooh 11Tickled Pink — destination dining · Saket#case-tickled-pink 12Daryaganj — heritage Indian · Saket#case-daryaganj