With the growing popularity of live events, advertisers have become keen to associate with these live acts to connect with their target audience. A case in point is the One Tree Music Festival 2006, which is being held from February 10-12 in Mumbai. The event has already managed to rope in six sponsors – DNA, Provogue, Go 92.5, Air India, ITC and VH1. Johnnie Walker is the presenting sponsor.
The event, which has been conceptualised, promoted and presented by Oranjuice Entertainment and Fountainhead, has created quite a buzz for attracting the advertisers.
Said Owen Roncon, Partner, Oranjuice Entertainment, “Events have come about because of sheer need. Events have been around for years and it’s just now that we are making them corporate in nature and they are been regarded as advertising tools. An event itself is a brand and our real focus is how we can use this medium as a genuine advertising medium that is relevant to consumer, and that is why events are becoming popular.”
“With so much advertising everyday, events is the latest innovation in advertising and it is working out to be pretty effective as people are really able to remember the events and if the brand connect is just right then it is sheer magic The One Tree Music Festival is probably the first main stream international music festival to take root on our soil. This is our first year, and we have received some great response from bands across the globe, who, like most, find our country super cool to visit and very great response from advertisers,” added Roncon.
With time the industry has seen many unconventional advertisers taking this event sponsorship medium and with India and Indian audiences’ growing demand for music concerts and live events, the number of advertisers will definitely see an increase.