Financial daily Economic Times has created another property ‘ET Theatre’. It will make its presence felt in Mumbai on September 1 this year, with the staging of a play adaptation of John Kotter’s ‘Our Iceberg is Melting’. Conceived as an experiential platform for CEOs, ‘ET Theatre’ will subsequently travel to Delhi and Bangalore.
‘ET Theatre’ follows the Golf property launched around six months ago by The Economic Times. ‘ET Theatre’ will attempt to “communicate a corporate fable in an interesting and entertaining manner”, explained Bhaskar Das, Executive President, The Times of India.
“Stakeholders need to win an experience that goes beyond the functional benefits of the brand. ‘ET Theatre’ won’t be the usual theatre; we’ll try to communicate a corporate fable in an interesting manner. Theatre itself is an interesting engagement -- it is not like a classroom session. We would like to focus on the unfolding reality that is useful to corporates, where a story is really ‘presented’ in an entertaining manner,” Das said.
The property was spun out of The Times of India’s Chennai office, and Chennai’s theatre group Evam will take stage at the launch. John Kotter, whose book has inspired the first play, will also be present at the venue. He will deliver a talk on the inspiration behind the book.
Ninan Thariyan, GM-Response, The Times of India, Chennai, said, “We have been working on the concept for the last six months. Kotter saw the first draft prepared by Evam and was convinced that we had found the right theatre partner. The whole idea of ‘ET Theatre’ is to engage, entertain and enlighten the CEOs.”
At the launch, Naina Lal Kidwai of HSBC would introduce the author. HSBC and Kingfisher have come on board as sponsors, and the response from invited CEOs has been very encouraging, according to Thariyan.
While no set frequency of events has been arrived at, Thariyan clarified that it would all depend on finding the right play and the right partners. He added, “It is not a one-off event; it is a sustainable property. We will see more activity with ‘ET Theatre’. Theatre in India is becoming increasingly popular. The idea of delivering valuable content to the corporate honchos in an entertaining manner should work well.”
So the platform is now theatre. What next? A corporate movie club?