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A marketing strategy with Sir Elton John; Mc Dowell's No.1, Pepsi and Britannia among sponsors

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A marketing strategy with Sir Elton John; Mc Dowell's No.1, Pepsi and Britannia among sponsors

Music lovers in India now have a chance to witness Sir Elton John perform live on the 2nd of November in Bangalore. Performing hits like 'Nikita', 'I am still standing', 'Circle of life', 'Rocket Man' and 'Sacrifice' among others, this three hour spectacle is being brought by Mc Dowell's No 1, in association with Pepsi, Channel V, Britannia Pure Magic and Reebok. Produced by DNA Networks Private Ltd., the show will be powered by; and the category sponsors include Planet M, Rave magazine, Standard Chartered credit cards, ITC hotel and Windsor Sheraton Towers.

This isn't the first time that big brands have used events as a marketing device. With 'One Night Only', the event for which Elton John will arrive on his private jet, brands like McDowell's No.1 are hoping to give the brand a more contemporary and youthful image. Though the event will be held only in Bangalore, McDowell's intends to take the event to its consumers all across the country, through parallel activities.

Others like Pepsi have been associated with such musical events for long. However Elton John will perhaps be one of the biggest acts. Similarly Britannia Pure Magic hopes to gain from the magic of Elton John.

Reebok which is one of the other sponsors will launch and market in its stores apparel memorabilia for the 'One Night Only' concert. It will also market its street inspired cutting edge trainer 'The Reebok Foster", which is the official shoe of the 'One Night Only' concert. Through the event, Reebok hopes to affirm its position as the most visible, relevant and contemporary athletic fitness brand in the country.

Meanwhile DNA networks is working towards making the event truly memorable. Since the show will be in Bangalore, they have devised special packages to get people from other parts like Mumbai, Delhi, Chennai, Calcutta and Hyderabad. Sir Elton John playing on his piano will be powered by the state of art lighting and full concert sound. Specially imported BARCO projectors will beam images for 5 audience viewing screens.

Hence while this will prove to be 'One Night Only' for Elton fans to listen to him live, the event will also landmark the continuance of innovations such as these, for brands to market themselves.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.