November 21, 2018 | by Yash Joshi
“All the world's a stage.”
- William ShakespeareThe art form of theatre has existed for millenia. It has entertained, educated, inspired and led billions of people around the world. From the Roman amphitheatre to the Ram Leela, theatre has played a pivotal role in the story of humanity.
October 30, 2018 | by Harsh Karamchandani
Experiential Marketing is a timeless approach used by companies to create engaging experiences for their customers. With the rise of new technologies, marketeers have a lot of new avenues to capture the attention of potential customers. While social media has been overused as a tool, new technologies such as mixed reality and augmented reality are coming up that are much more immersive, personalized and impressionable. In this article we will take a look at some of these technologies and the hardware you will need to set up a successful Experiential Marketing campaign:
October 3, 2018 | by Swetha Krishnan
What does it take to make a party go from amazing to WOWSOME? Great ambience, lip smacking food, groove-worthy music, some alcohol and a lively bunch of people? The Mixed Reality Party at #WOWSOMEFriday had it all and more, thanks to our workspace in We Work, BKC. We Work is an environment that is very conducive to the mantra work hard, party harder- basically, the perfect place to host a sundowner and kickstart the weekend with a blast!
September 20, 2018 | by Akbar Surani
It was that time of the year when IIM-Ahmedabad students were getting ready for campus placements. They were about to witness the same old methods that most companies use while hiring freshers. Multiple companies visit top campuses for pre-placement talks and sessions to interact and attract students to join their workforce. Recruiters present their powerpoint slides to a roomful of students in business suits and inform them about their work culture, job responsibilities, career prospects and all the other usual boring stuff. We have all been students at some point so we all know what these sessions feel like. As usual, Q&A rounds are arranged where students clarify their doubts and ask further questions to senior managers. Most of the sessions are followed by snacks where students move around and personally interact with the recruiters.
July 4, 2018 | by Vernica
When problems plague our society, consumers turn to conscious consumerism to do their part in saving our world. As people begin to ‘purchase with a purpose’, it becomes the business’s responsibility to convince the customer that with their brand, people’s dimes make a difference, and the most convincing of all appeals is one that is emotional. Chris Milk, film director and CEO of virtual reality company Vrse, has described virtual reality and related technologies as the ultimate empathy machines. Imagine two different narratives. A salesperson comes to your doorstep bearing a speech about the oncoming extinction of honeybees and different graphs depicting their disappearance over the past 50 decades. Halfway through the presentation you lose interest, realize this is just another capitalistic sales gimmick, and close your door. Imagine the second narrative, when a salesperson comes to you with a simple headset, asks you for just 5 minutes of your time, and within those 5 minutes lets you experience the plight of an endangered Honeybee named Alex. With this VR headset, you step into the wings of Alex, and see your dying colony, and your livelihood being snatched from you. Within the five minutes, you experience the cause that the salesperson is pleading you to donate to, and for the first time you have found a reason to empathize. This is what Häagen-Dazs’ ‘Save the Bees’ campaign did, and they managed to secure customer loyalty by branding their product using a social cause, which they advertised not as a gimmick, but as an educational endeavor and an emotional appeal to people. Not to mention the long lasting impact of being a Bee for five minutes of their life!