Having completed two years in the lifestyle domain last year, NDTV Good Times is foraying into events this year. The channel aims to have around 10-12 events in a calendar year. The inaugural event is on February 12 and is titled ‘I’m Too Sexy for My Shoes’. The event has associations with leading lifestyle brands such as Swarovski, Magique, Ferragamo, etc. L’Oreal is the presenting sponsor for the show.
During the last two years, NDTV Good Times has launched shows like ‘Highway On My Plate’, ‘Spectacular Spas’, and ‘I’m too Sexy for my Shoes’, among others. Now the channel is shifting its focus from consolidation to evolution of the brand.
Smeeta Chakrabarti, CEO, NDTV Lifestyle, explained, “Since the launch of NDTV Good Times two years ago, we were focused on building the brand and offering a unique lifestyle programming experience to our viewers. We have won various awards, including the Best Lifestyle Channel Award for two consecutive years at ITA (Indian Television Academy Awards), and have now established ourselves as the clear leader in the lifestyle genre. Consolidation has been our focus, but now we are taking the next step in the evolution of our brand. So, we have decided to extend the brand through on-ground events.”
Chakrabarti further said, “We are planning a number of lifestyle events in the categories of food, fashion, gadgets and luxury. As the year unfolds, we are aiming around 10-12 events in a year.”
In terms of revenue, NDTV Good Times is not expecting huge revenues from events. “We are looking at around 10 per cent of our over all revenue from events. We have just forayed into events and it is too early to comment on growth in this category yet,” Chakrabarti added.
Are you too sexy for your shoes?
NDTV Good Times is asking same question through their event, which will be held in Delhi on February 12. In coming valentine weekend, NDTV Good Times will be celebrating a new season of its flagship style show ‘I’m Too Sexy for My Shoes’ with a grand party in the city. The theme of the event is ‘Sexy shoes’ and the invitees include people from the fashion and film fraternity.
Shibani Sharma Khanna, Channel Head, NDTV Good Times and Creative Head, NDTV Lifestyle, elaborated that a bespoke keychain invite by Swarovski would substitute an otherwise boring invite. The prime attraction of the event is a shoe tree with innovative designs by fashion students, which will be the main installation sculpture at the venue. There will also be a six feet tall shoe at the entrance. “International brands like Salvatore Ferragamo, Just Cavalli, and Canalli will showcase their Spring Summer 2010 look. The exclusive menu planned by Marut Sikka of Magique and Seema Chandra, Food Editor of NDTV Lifestyle, will take the theme to the next level,” Khanna added.
She further said, “For those who love to dance the evening will end with heels clicking on the dance floor. Special handcrafted embossed cushions will be gifted to each guest. We promise true celebration in style.”
Khanna said, “The guests will be privy to the premiere of the show live on the channel, following which they can pick up items from an exclusive collection of handcrafted items that had been made on the show. The proceeds will be donated to a charity.”