298_lakme fashion week - associate sponsor
DESCRIPTION
mTRANSCRIPT
+
A
ASSOCIATE
SPONSOR
PROPOSAL
v
+
A
v
Should you invest in a fashion & lifestyle property?
OPPORTUNITY FOR BRANDS?
A high quality fashion property
can boost aspirational value of
your brand through style, glamour, couture, celebrities and parties - JWT research.
Brands that are aspirational win
loyalty, premium and appeal” - JWT research
Younger demographics and an aspirational attitude is defining the
future for brands in the Indian market” - Forbes
“
“
+
A
v
INTRODUCTION TO LFW
India’s most
Aspirational &
glamorous fashion and
lifestyle event.
Targets the fashion elite along with
millions of fans and followers of fashion alike, nationally and globally.
Brings together over 90 leading Indian designers, VIPs, celebrities, sponsors and over 20,000 unique
visitors from diverse fields over 5 days of the event.
Held twice a year (March & August) at the Grand Hyatt hotel in Mumbai.
Jointly organized by Lakmé, the No.1 cosmetics and beauty services brand in India and IMG Reliance, the global leader in sports and entertainment event marketing and management.
+
A
v
Premium Designer Shows
New Designer Shows at Talent Box
Designer Exhibition
Designer Previews
Fashion/Art/Conceptual Installations &
Exhibits
Workshops/Seminars with Experts
Parties & Cocktails
Charity & CSR initiatives
Sessions on Make up & Styling
Press Conferences
WHAT HAPPENS AT LFW?
Venue Information Grand Hyatt Mumbai is one of the preferred luxury 5 star hotels in Mumbai and is situated conveniently in city center with close proximity to the Mumbai airports, key business and entertainment districts in Mumbai.
+
A
v
MANISH MALHOTRA
NAEEM KHAN
ROHIT BAL
RITU KUMAR
SABYASACHI
ANAMIKA KHANNA
ANITA DONGRE
TARUN TAHILIANI
MANISH ARORA
SHOWCASING
ICONIC
INDIAN FASHION To The World LFW ICONIC
DESIGNERS
MALINI RAMANI
SHANTANU & NIKHIL
ARJUN KHANNA
VIKRAM PHADNIS
NAMRATA JOSHIPURA
RAJESH PRATAP SINGH
WENDELL RODERICKS
NEETA LULLA
A
+
A
v
TALENT BOX AT Lakmé FASHION WEEK
A HUB FOR YOUNG,
INDEPENDENT AND
CREATIVE TALENT
A vibrant alternative showspace at LFW
STRONG presence of celebrities/vip’s/influencers
+
A
Friday Funda discussion by Parmesh
Shahani & Vogue editor Bandana Tewari
v
STAGE ONE – Cultural hub at Lakmé Fashion Week
Make up Master Class with expert
Navin Nischol & celebrity Sarah
Jane Dia
StyleCracker Styling Event with
Jacqueline Fernandes & Nishka Lulla
Fashion Installation
by artist Sayantan
Halder & Amrita
Bagchi
Tata Nano
‘Awesomeness’ café
with actress Pallavi
Sharda & designer
Nikhil Thampi
+
A
v
WHY LFW? Gateway To An Aspirational Marketing Opportunity
Ideal platform for brands targeting
young, aspirational,
stylish, tech savvy &
style conscious
demographic
• Brand awareness and equity through iconic celebrity
designers
• Brand association with one of Asia’s truly premium and
glamorous events
• Reach the aspirational & affluent consumer
• Showcase new product launches OR Sample
product/brand with new consumers
• Drive brand caché through upscale lifestyle events
• Attract comprehensive fashion, business and
entertainment press
• Global experience through IMG -New York, London,
Australia, Miami, Berlin, Moscow
LFW REACH
Digital Reach: >1 mn
Ground reach:
>20,000 visitors
Media reach:
>4 mn through TV, Print, Radio & OOH
+
A
v
Lakmé FASHION WEEK- TESTIMONIALS
Recently held LFW had plenty to take inspiration from” Vinod Nair, Fashion Director, Hindustan Times
“
LFW is a platform where you introduce yourself to the world.” Marissa Bronfman, Huffingtonpost.com
Lakmé Fashion Week culminates on a grand note” Times Of India
India’s premier fashion trade event has once again put Mumbai on the global fashion map” Channel News Asia
Over 50 show stoppers at Lakmé Fashion Week” Garima Sharma, Bombay Times
Lakmé Fashion Week concluded on a high note” Namrata Zakaria, Indian Express
Fashion and Social issues merge in India” Mayu Saini, WWD International
Lakmé Fashion Week Winter/Festive gave all fashion lovers a renewed sense of purpose in life.” The Hindu, 3rd September 2013
“
“
“
“
“
“
“
+
A
v
THE LFW BOARD
IS COMPRISED
OF KEY
DECISION
MAKERS, VIPS
AND
INFLUENCERS across all facets of the fashion industry
LFW ADVISORY
BOARD
Narendra Kumar Designer
Sabyasachi Designer
Manish Malhotra Designer
Rohit Bal Designer
Anita Dongre Designer
Gaurav Mahajan COO Westside
Anamika Khanna Designer
Namrata Zakaria Columnist
Alka Nishar Owner AZA
Pradeep Hirani Kimaya Owner
Mehernaaz Dhondy Editor, Grazia
Priya Tanna Editor, Vogue
Nishat Fatima-Editor, Harpers Bazaar
Dr. Darlie Koshy DG&CEO IAM&ATDC
Sangita Kathiwada Owner, Melange
Saket Dhankar Head of Fashion -IMGR
Purnima Lamba Head Innovation- Lakmé
Nishat Fatima-Editor, Harpers Bazaar
Aishwarya S Editor, Elle.
+
A
v
IMG – AN UNMATCHED ROSTER OF
GLOBAL FASHION EVENTS
IMG provides an access to a
world of fashion
Over 25 events each year showcasing 600+ fashion shows by the world’s best designers and attracting more than 1.1 million fashion and style editors, retailers, celebrities, style setters, industry professionals and more
+
A
v
WHO ATTENDS LFW ?
• Key Influencers and Socialites in the
fashion/lifestyle arena
• Established and High Potential Indian &
International Designers
• Indian & International Students of Textile, Apparel &
Fashion
• Retail Entrepreneurs & Buyers from India and
around the world
• Celebrities from diverse fields
• VIPs including HNI’s & UHNW’s from Mumbai, Delhi,
Bangalore, Kolkata & Pan India
• Established Personalities from the field of
fashion/art/culture/business/films/music/society
• Prominent Writers, Photographers & TV crews from
Domestic and International Media
• Key Editors from Prestigious Fashion & Lifestyle
Media
A
+
A
v
Lakmé FASHION WEEK-
THE ASPIRATIONAL
IMAGE OF
‘Indian Fashion’
UPSCALE EVENTS
CELEBRITIES
ICONIC DESIGNERS
COMBINATION OF GLAMOUR & STYLE
HIGH END EXPERIENCES
+
A
v
INTERNATIONAL FASHION CELEBS AT LFW
NAEEM
KHAN
CHRISTOPHER
KANE
NAOMI
CAMPBELL
BIBHU
MOHAPATRA
+
A
v
AGGRESSIVE EVENT MARKETING PLAN
Communication is around defining the future of fashion. All Event Communication carries Sponsor Strip
5 Episodes of 30 minutes each with 5 repeats on a Lifestyle TV Channel with integrated Sponsor Capsules 3 Inserts in Leading Newspapers in All 4 Metros in the Lifestyle and Entertainment section Trend Report in a Popular National Magazines – Femina, Grazia Daily Event Schedule in Bombay Times with sponsor logos Aggressive OOH Campaign in city of Mumbai for a period of 15 days Radio Partner in City of Mumbai
+
A
v
• Vogue – Bandana Tewari
• Femina – Tanya Chaitanya
• GQ – Che Kurien
• Harpers Bazaar – Nishat Fatima
• Hindustan Times – Vinod Nair
• DNA – Sarita Tanwar
• Mid day –
• Bombay Times – Garima Sharma
• Economic Times - Nimisha Tiwari
• Telegraph – Shraddha Agarwal
• Indian Express- Namrata Zakaria
LFW: PR PLAN
Aggressive Event PR
Plan
worth Rs 70 Crore* More than 1200 Clips in leading newspapers and Magazines of India Over 25 Hours of Electronic Coverage on Leading TV
Channels
Media Attendees include
Prestigious Titles:
More than 400 Media invited
and accredited for the
event
* on negotiated card rate multiplied by editorial factor
+
A
v
GENERATE MAXIMUM
MEDIA MILEAGE THROUGH
ASSOCIATION WITH
LFW
LFW generates detailed write
ups & images in leading Indian
newspapers & magazines
+
A
v
EXTENSIVE
DIGITAL
FOOTPRINT
August 2013 Data Hits 6.1 Lakh
No. of Visits 55,000 Unique Visitors
35,000
Website
2.8 Lakh
Followers
2.4 Lakh Followers
4000 Followers
16500 Followers
Portals &Blogs 1,600
Mentions
6.6 Lakh Views 1,770
Subscribers
600+ Videos
First Google Hangout by a
Fashion Designer – Manish Malhotra
5000 viewers tuned in to watch LFW shows LIVE
Front Row to Bloggers and Endorsed Street Style/ Backstage Blogs
LFW SOCIAL MEDIA
ENGAGEMENT
+
A
v
AN EXCLUSIVE MEDIA CHANNEL Of Lakmé Fashion Week
LFW
TV
Captures Glamour TREND UPDATES Backstage happenings
Celebrity
sightings &
designer
profiles at LFW
Social media driven – reaches out to thousands of fashion fans & followers through youtube
+
A
v
BRAND INTEGRATION Leverage LFW Association
& Unlock The Aspirational
Value
OPTIMISE BRAND VISIBILITY
CREATE INFLUENTIAL BRAND PERCEPTION
HEIGHTEN BRAND EQUITY
ATTAIN STYLE & GLAMOUR EDGE
BOOST ROI IN MEDIA INVESTMENTS
Case study: Reliance Trends
+
A
AUG 2013 v
ASSOCIATE
SPONSOR:
RIGHTS &
BENEFITS
A
+
A
v
Associate Sponsor:
Rights & Benefits
• Associate sponsor designation at
Lakmé Fashion Week
• RIGHT TO BE A PART OF THE COMPOSITE
LOGO - The Sponsor logo would be 50% of
the Lakmé logo.
• Logo presence on all collaterals,
communication, event branding and
marketing including the campaigns done
by the other partners of LFW
• Prominent brand visibility in all 50 Shows
at LFW including all on ground events &
media
Composite Event Logo A
+
A
v
DAY 1 PRIME TIME
SHOW WITH A
LEADING DESIGNER
Designer
Collaboration &
Sponsor Show
Prime Time Slot on Day 1 of LFW
+
A
v
EXTENDING DESIGNER COLLABORATIONS
PONDS GOLD RADIANCE WITH VIKRAM PHADNIS
LIVA launched a collection with Anita Dongre through an LFW
collaboration
Sponsor could extend the designer collaboration beyond the Fashion Week to launch a range of products/accessories, etc. in association with the designer
**Designer collaboration would be a separate commercial agreement between brand and designer
+
A
v
PRE-FUNCTION COCKTAILS AND RED CARPET
Case study: Reliance Trends
EXCLUSIVE BRAND
PRESS CONFERENCE
Brand has the right to an special press conference
to talk to media about their new product launches
EXCLUSIVE PRE-FUNCTION
COCKTAILS AND RED CARPET
Sponsor has the right to a special pre-function
cocktails with guests and celebrities including a
red carpet shoot
+
A
v
MEDIA INTERACTION
EXCLUSIVE Tanishq
PRESS CONFERENCE
Brand has the right to an special press conference
to talk to media about their new product launches.
Option to invite trade specific media as well.
+
A
v
Designer Driven PR
The designer would act as the spokesperson for the brand for the period of the LFW contract Opportunity for sponsor to drive PR around the designer association through a press conference, media interactions etc. Sponsor could ahead with a series a events across India with the designer such as previews in each city with the finale at LFW (**This would be depend on commercial arrangement with designer)
+
A
v
PRODUCT LAUNCH AT LFW
A product launch or a launch of a new collection at Lakmé Fashion Week with the
designer and a celebrity (brand ambassador)
Done successfully in the past by various brands (Launch of new packaging of Himalaya Drinking Water shown above)
+
A
v
RIGHTS TO HOST THE OPENING PARTY
The official first party
of the season
that combines:
Glamour FASHION
Celebrities
& Socialites
One of the Most Sought After Events in the Fashion Industry.
By Invitation Only Event
Branding Opportunity at Venue:
Red carpet backdrop
DJ Console
LCD Screens
Bar area
+
A
v
The main exclusive
‘brand experience’
lounge area in
Grand Hyatt to host celebrities, guests
and customers
before & after shows
at LFW
By invite only lounge
MAIN
VIP
LOUNGE
+
A
v
BRAND VISIBILITY AT
VENUE
(2 stalls) to showcase latest product to LFW guests A mock shop set up can give potential customers a feel of the brand experience
+
A
v
LFW ACCESS &
HOSPITALITY
Reserved seats for every show Access to LFW VIP hospitality lounge Reserved seats for Sponsor Show Invitations to Official LFW Parties and Events
+
A
v
Rights to use and develop content for promotions
Usage of show
footage,
celebrity
quotes,
interviews, etc.
to develop
promotional
content
+
A
v
ASSOCIATE SPONSOR
MEDIA VALUE
A
+
A
v
ASSOCIATE SPONSOR – MEDIA MILEAGE
Media exposure
through
comprehensive LFW
marketing plan
Media exposure
through marketing
spends by other
partners of LFW
Media exposure
through
comprehensive
LFW marketing
plan
Media exposure
through PR
coverage of LFW
across media
Media exposure
through marketing
spends by other
partners of LFW
+
A
v
EXCLUSIVE TV SLOT
TELEVISION
Exclusive TV content on 5 episodes in the TV partner PLUS
ONE DEDICATED SHOW of 30 MIN ONLY FOR ASSOCIATE PARTNER
+
A
v
PRINT AND OUTDOOR
TELEVISION
Exclusive TV content on 5 episodes in the TV partner PLUS
ONE DEDICATED SHOW of 30 MIN ONLY FOR ASSOCIATE PARTNER PRINT - NEWSPAPER
8 inserts (across metro editions of the entertainment supplement – BT, etc.)
One exclusive Medianet insert in partner newspaper for Associate Sponsor
Schedule of event in Bombay Times for all 5 days of event with Composite Logo
PRINT - MAGAZINE
Event booklet inserted in top fashion magazine with 1 page ad of Associate partner
OUTDOOR
10 hoardings of event ads across strategic locations in Mumbai for a period of 15 days
2 EXCLUSIVE HOARDINGS FOR ASSOCIATE PARTNER AD (related to LFW)
+
A
v
SPENDS BY OTHER PARTNERS
RELIANCE TRENDS:
PRINT - NEWSPAPER
Over 2 cr. of marketing spend including 5 front page cover ads in Times of India
(containing event Composite Logo)
PRINT – MAGAZINES
Over 3 cr. worth of marketing spend in leading magazines through innovative ads related
to association with LFW containing the Event Composite Logo
With close to 12-15 partners every season, the event Composite Logo gains tremendous exposure across media through partner advertisements strengthening the Associate Partner’s partnership with LFW
+
A
v
COMPOSITE LOGO EXPOSURE THROUGH
PR COVERAGE
ELECTRONIC MEDIA
At least 15 hours of logo visibility through PR gained for the event across various channels
(entertainment, fashion, news, etc.)
PRINT - NEWSPAPER
LFW gains print exposure in excess of Rs. 70 cr. every season. With prominent exposure of
the composite logo through pictures of event carried in all newspapers across the country
gives exposure worth more than Rs. 10 cr. to the Associate Partner
+
A
v
EVALUATION – MARKETING PLAN
Marketing Total Value (in crores) Relevant Value (in crores)
for Associate Partner Comments
TV Partnership
5 episodes - 30 Minutes each 0.25 0.05 15 min within episodes + CL
30 minute dedicated episode for Sponsor 0.1 0.1 Content + airtime
Event Promos Use of composite event logo
Newspaper
Lakmé/Event Ads
8 inserts in Times of India 0.3 0.1 Composite Event logo + Logo in logo strip
LFW Schedule - Bombay Times 5 days 0.05 Composite Event Logo
Partner Ads
Example - Reliance Trends 3 0.75 Composite Event logo
Magazine
Lakmé/Event
LFW Trend Booklet 0.05 0.03 Composite Event logo + full page ad
Partner Ads
Reliance Trends 2 0.5 Composite Event logo
Outdoor
Lakmé/Event Ads
2 dedicated hoardings 0.04 0.04 Composite Event logo + Sponsor ad
8 additional hoardings 0.2 0.05 Composite Event logo
Partner Ads
Reliance Trends 0.5 0.125 Composite Event logo
Total Marketing 6.44 1.80
+
A
v
EVALUATION – PR EXPOSURE
PR Value
Newspaper 70 4.648 Net Media Value for Associate partner based
on Negotiated Rate Card
TV 0.77 0.045 Composite Event logo
Total PR Value 70.77 4.69
PR Value Calculations Guide Area % Relavance%
Newspaper Articles 60% 1%
Pictures 40% 40%
Gross AVE Net AVE
Newspaper Articles 0.42 0.168
Pictures 11.2 4.48
Duration Relavance%
TV News 2 hours 20%
Lifestyle 10 hours 40%
AVE
TV News 0.0162
Lifestyle 0.0288
+
A
v
ASSOCIATE SPONSOR: Rights & Benefits
Brand visibility and stature
Designer collaboration and
sponsor show
Exposure through
Comprehensive marketing plan
and PR coverage of event
Opening party naming rights
Hospitality for guests
Impactful product
display
Extensive content for
leveraging
VIP lounge
A
+
A
6/30/2014 43
Event Sponsorship Partners
Onspon Services Pvt. Ltd. (www.onspon.com)
+
A
Abou
t Ons
pon –
The
spon
sors
hip
part
ners
Onspon : In two words, its Sponsorship Simplified.
Onspon is dedicated to making the decision making in
sponsorship rational and choice driven. We work with the best
brands helping them screen and sponsor from the hundreds of
avenues that we scout for them using our web platform. We are
proud to be avenue agnostic and we work relentlessly to search
and evaluate best sponsorship avenues for brands to partner
with.
Evaluate the best avenues to sponsor now - from IPL to College
Fests / From Award shows to EDM concerts / From Mumbai to
Imphal / From 100 CEO participants to 10L college crowd going
berserk - If its worth sponsoring - its with us !!
+
A
MISS DIVA
2014
Othe
r pr
emiu
m E
vent
s w
ith O
nspo
n
*Logos used for representation purposes only.
+
A
Bran
ds
