Melt 2015. It is a two-day festival organised by Kyoorius in partnership with D&AD, Zee and Group M. It will consist of seminars, exhibitions and workshops, culminating with the Kyoorius Advertising and Digital Awards Night on the last day.
MELT 2015 will mainly include the four key pillars of ‘learning’, ‘networking’, ‘showcase’ and ‘celebration’. Around 5,000 people and 60 speakers are expected to be a part of the festival. Content will be curated and driven by the content partners and participating brands.
Rajesh Kejriwal, Founder CEO of Kyoorius, said: “MELT 2015 is very inclusive and that is the reason we are having it in Mumbai so that everyone in the industry can be a part of it. We have also maintained a decent pricing for the registration fee at Rs 8,000 for two days, including food. The name MELT originated because we now see that a media company is also doing creative and digital work, and then there are digital agencies that are also doing the same stuff. To add to this, the advertising agencies, they themselves have opened their own digital houses. So it has become like a melting pot and so the name.”
Commenting on the role of Zee, Roland Landers, Head, Corporate Brand, Zee Entertainment Enterprises Limited said, “When Kyoorius approached us with the idea, we found that it goes well with what we do as a corporate brand. We have at least two intellectual properties- Zee Leadership Series and Zee Mindspace, the latter is mainly targeted towards the Chief Marketing Officers (CMOs). We get good speakers from abroad and they speak on topics which are actually relevant to the CMOs and also to the industry. We realised that since we have doing this and it gelled well with the idea of MELT 2015, we will bring it onto the platform.”
“The second thing which we will be doing at the festival is, invite anyone with good content, then Zee will shortlist the entries and people with real potential will be backed by the channel. We will see to it, that the guy who presents the idea is benefitted from it. So on one hand, there will be the ZEE Mindspace thing which will be taking place throughout the day, and in some other room, the content evaluation will be taking place,” he added.
Throwing some light on Group M’s role at Melt 2015, CVL Srinivas, CEO of Group M South Asia said, “We will be curating some of the content for the event and will also be sharing some of the best practices, products and tools which will benefit the industry at large. We will also run a contest in the print space by associating with Hindustan Times under ‘Creativity in Print’.”
Speaking on the issues faced by the industry, he pointed that, “At the macro-level, things are a bit sluggish and the media landscape is getting fragmented. There is a huge knowledge gap and one needs to bridge the gap through trial and error. I feel that as the GDP picks up, things are going to improve. Last year, the industry ad spends were more than 12% because of the elections and this year also till now it has been the same because of the World Cup. It has been in the zone of 11-12% year-on-year and it should be in the 14-15% zone by the time the new government starts paying dividends.”
The event will take place at NSCI Stadium, Mumbai on 21st and 22nd May.