CREAM credentials '11

ONE STOP SHOP
While our skills are applicable to the entire event management
spectrum, we specialize in:
Creating and implementing innovative event concepts tied in with the
brand strategy and perception as defined; bringing something new and
unusual to the experience as a whole
High glamour, high impact country wide brand launches
Promotional events with a focused approach to garner widespread
media coverage
Customized niche events focused on the specific need and target
audience
Creating and implementing cross promotional strategies & varied
marketing tie-ups as and when required

…… Start to end planning, support, logistics and solutions

COLGATE TOTAL
Press ConferenceObjective

A subtle re-launch of Colgate Total

To announce Mahesh Bhupati and Rahul Bose as the brand ambassadors via
a regular chat-show format press conference hosted by Mandira Bedi

Unveiling of their new TVC campaign at the conference

Sales ConferenceObjective

To motivate the sales team of Colgate Total

Concept and Execution
A 4 metroevent conceptualised marking the sales team as champions, now
turning into legends by pushing themselves to achieve the next level. Hence
- CHAMPIONS TO LEGENDS

Jonty Rhodes, to speak to the team and motivate them, using examples from
his own cricketing career resulting in the Colgate team pledging a stronger
commitment to double the sales volumes in the individual regions

PUMA #Love12
Objective
To announce Yuvraj Singh as the Brand Ambassador for Puma

Challenge
Yuvraj had been endorsing REEBOK for the longest time

A FIRST EVER LIVE Digital Press Conference

#Love12 - was a twitter hash tag used for outstation media to plug in and
pose questions for Yuvraj Singh and Puma

Twitter has never been used as a Platform for media interactions during any
Brand Association Press Conference

Result
Twitter Handle created for the event faced traffic of 3500 questions a minute &
100% Media turnout at the ground event

Information passed to the media was only relevant to the brand and its new
association and not the shift in endorsement from Reebok to Puma

Installation using spoons for starters
PUMA #Love12

VOLKSWAGEN & RA.ONE ASSOCIATION

Objective
To announce the association of Volkswagen with RA.One –– the movie

Challenge
SRK has been the brand ambassador of Hyundai for 17 years

Created a stage using Volkswagen car design as inspiration

Scripting a humourous stand up performance by Ash Chandler

Creating a flow which guaranteed SRK to break into an impromptu performance on stage

Since SRK could not be endorsing VW, CREAM came up with the idea of gifting a brand
new Pheaton to Gauri Khan, the producer of the film . This ensured the event stood out
from the clutter of RA.One promotional events


Result
The Concept was not just loved by the brand but also by SRK, who
recommended CREAM to Coca-Cola for the next RA.One event

CREAM was applauded for putting Gauri Khan on stage even though she is
very media shy.

TRU-TRUSSARDI

Objective
Launch of Tru-Trussardi Eye Wear in India

Challenge
Low budget and requirement of national coverage

Innovative Press conference where celebs from various walks of life talked of how
Tru-Trussardi shades are a part of their everyday life

The display stations allowed guests to see the collection up close and the entire
event was a reflection of the Trussardi essence in decor, theme and concept

The event was fun, entertaining and yet informative with a more personal feel for
guests to experience the collection

PARIS HILTON HANDBAGS LAUNCH

Objective
To Launch Paris Hilton Handbags in India

Challenge
Launch a brand without an actual store to showcase the merchandise

Press conference unveiling the prototype of the store

Chat show format to bring about all key points of the product

To allow sales - a life size pop up store was created for 3 days at a high footfall mall in
Mumbai

A party welcoming Paris to India –– resulting in extensive media coverage across all
mediums

PARIS HILTON HANDBAGS LAUNCH

CREAM was the one stop agency during the launch of
Paris Hilton handbags in India

CLICK HERE TO VIEW VIDEO

http://www.youtube.com/watch?v=eEUr-EWYoMQ&feature=related

http://www.youtube.com/watch?v=M1dJGIEEQJQ&feature=related

POLTRANA FRAU

Objective
To Launch Poltrana Frau Design Centre in Mumbai

Event
Celebrating the Joint Venture between Tata Sons and Ferrari Inc.
The event welcomed three Italian brands: Poltrona Frau, Cappelini and Cassina.

Guest List
Guests included top architects, business barons and creative people –– industry
experts who understand the brand

POLTRANA FRAU

From Left: Matteo, Sir Ratan Tata, Luca
Cordero Di Montezemelo –– Chairman Ferrari

Pinakin Patel Raymond Bickson

TOMMY HILFIGER

Objective
Launch of Tommy Hilfiger Foot Wear

Challenge
A new format of showing the merchandise instead of the tried and tested
fashion show

A sit down dinner with an Exclusive Guest List invited and managedby CREAM

Innovative product installations married into the look of the venue

L'OREAL

Objective
To establish the fact that the product line is also for young cosmopolitan women as
well as announce/celebrate SonamKapoor’’s entry into the Lóreal Dream Team

A lazy Sunday brunch with the who’’s who of the glam circuit

Instead of a press conference unveiling the product, CREAM suggested a simple
unveiling of Sonam’’s new L’’OREAL visual on an easel stand, a concept applauded by
the media

WESTIN HOTEL

Objective
Introduce and create awareness of Brand ‘‘Westin’’ among media & key opinion leaders

Introduce the Westin Mumbai Garden City

To highlightthe brand’’s core differentiator - ‘‘Preserving Wellness in Travel’’

Position Westin properties as a premium destination forleisure and business travelers

Communicate Westin’’s plans of growing rapidly in India and around the world

WESTIN HOTEL
Concept
Celebrating the senses - Indulge all 5 senses and create a harmonious experience -
‘‘Preserving Wellness in Travel'

Execution
Create ‘‘experiential’’ awareness by building in various sensory elements at the media
conference

Ensure personalized experience for select pre-identified media, including - Heavenly Spa,
WestinWORKOUT, SuperFoods Rxand The Heavenly Bed

Ensuremedia interacts with the senior managementto understand the brand positioning
and long term plans for Westin India

MAYBELLINE

Objective
To highlight ‘‘We love make-up’’ as a concept

To introduce NamrataSoni as the official make-up artist

To introduce Esha Gupta as the new face of the brand

To announce the new product launch

Beauty Editors meet at a popular lounge for a fun, chic gathering followed
by champagne hi- tea

NOKIA - KKR

Objective
To garner pan India media coverage using Kolkata Knight Rider cricket
players –– a team supported by Nokia

Effective utilization of the owner / brand ambassador of Nokia ––
Bollywood superstar Shahrukh Khan

Concept & Execution
A fun & light hearted talk show with the theme being ‘‘Tension Mat Le
Yaar’’

The media was treated as the star and was the audience watching the
superstars on stage entertain them

JACK & JONES VERO MODA ONLY

Objective
A relationship building activity with the existing stylist clientele

Make new contacts with stylists that have not been introduced to the Brand

An evening at the Linking Road storestudded withfashion Influencers

Stylist ––Little Shilpa, who created installations which were used at the Venue to
ensure that the products remain the hero of the event

Stylists were presented a gift vouchers worth Rs.5000/- allowing them to have a
firsthand experience of the product

LIVE MODEL INSTALLATIONS

Execution
CREAM was the first to attempt a live model installation for any event - an interesting
way of displaying products which gives it a more personal feel versus the regular run
of the mill mannequin display

A wider range of display as models were made to change their look a couple of times -
making the display more interactive and unique

The audience has a more personalised look of the brand as its more approachable

Tommy Hilfiger John Galliano
LIVE MODEL INSTALLATIONS

Adolfo Dominiguez FCUK

RITU KUMAR WITH VOGUE

Objective
Celebrate the revival of traditional crafts and textile techniques with Ritu Kumar in
association with Vogue

A series of installations at Ritu’’s Phoenix Mills store

Two young, contemporary artists HanifQureshi and Juhie Gupta developed their
own interpretations of Ritu’’s work which were used as installations

PUMA

A unique idea which was conceptualized by CREAM and then proposed to Puma

A unique selling outlet travelling across cities where Puma has no store presence

We created a mobile Puma container which acts as a store stacking the latest
merchandise

THE COLLECTIVE

Objective
To launch the Collective store at Palladium Mall, Mumbai

To explain the concept of the store - first ever men store with 92 lifestyle & luxury
brands under one roof

Challenge
The entire turn around time was 48 hours

Effective and classy masking of the area to ensure other brand stores were not visible

Concept & Execution
A walk through at the store leading into a fashion show and an after party

Fashion show
1st Sequence - international brands styled by Manish Malhotra
2nd Sequence - Richard James (Bespoke International designer)
3rd Sequence - Rohit Bal, Indian ceremonial

JEAN PAUL GAULTIER LANVIN ALBERTA FERRETTI

Objective
To generate sales

Generate PR for the brands

Women’’s Day Out –– Retail therapy and absolute pampering

Guests were picked up in chauffer driven cars sponsored by Toyota and
brought to the venue

Indulgent treatments at the spa

Exclusive media tie up for PR

JEAN PAUL GAULTIER LANVIN ALBERTA FERRETTI

ESPRIT
Objective
To offload certain merchandise and attract attention of the right Target Audience to
the Linking Road Store

Concept
Sonam Kapoor, a youth style icon was roped in to hold a ’’Fashion Class‘‘ formedia and
people who attended the event

Giving her insight and understanding, she spoke aboutstyle,fashion, trendsandalso
indulged the audienceby giving them individualstyle tips

Popular college influencers and crowd pullers were used to get the right TG for the
brand. Prior to this event, no one had attempted crowd pulling for a sales event.

ESPRIT

SONAM KAPOOR ‘‘Fashion Class’’ at the ESPRIT Link Rd. Store


http://www.youtube.com/watch?v=sEA3Xh4f0e0

PUMA
Objective
Create a first hand experience of the power of customization

Puma Creative Factory / Create your own show–– engage people in a fun and
interactive activity

Creative Factory, blends virtual and real elements to deliver an innovative and
authentic sneaker designing experience

The party involved guests in various fun activities like designing your own
shoe on an iPad, pimping your tees, graffiti wall designing and getting yourself
clicked in a factory look

A specially designed PUMA shoe where patterns of light wrapped the shoe
withvivid colours - a highly innovative shoe mapping visual installation.

PUMA

CREAM won the GOLD AWARD - LIFESTYLE EVENT OF THE YEAR
at prestigious WOW AWARDS


http://www.youtube.com/watch?v=Foxawes70aM

http://www.youtube.com/watch?v=Q28FXy2md4U

FOREVER 21
Objective
To announce the debut of one of the most well known fast fashion brands in
India

Challenge
To match the enormous excitement with a launch which was expected to
generate media coverage as well as break all sales record on the opening day

Lead time of a week for the entire event turnaround

Contest announcing 21 girls to win 21 outfits through the year

Videos by Aki Narula and Rannvijay on Youtube and Facebook

Targeted 6 colleges as a part of on- ground activation with pictures uploaded
on facebook. Participants needed maximum votes from their friends to win -
A strategy to drive traffic to the FOREVER 21 FB page.

Top 21 winners were styled by Aki Narula and Rannvijay at the launch

FOREVER 21

CREAM won the MOST ADMIRED FASHION BRAND LAUNCH OF THE YEAR
at IMAGES FASHION AWARDS


http://www.youtube.com/watch?v=_b3C-zIvgjY&layer_token=5060674df43fc7f8

OUR CLIENTS – OUR BEST CRITICS
Harshad and his team has been a true partner in
progress at Tommy Hilfiger in India. He was personally
involved in the national launch since year 2004 as an
employee of Arvind group and then becoming our
preferred partner in brand events and marketing
activities as an entrepreneur. Given the long history
with our brand his insights into business are very sharp
and that’’s what makes all the difference. Sharp ideas
which help our business.
ShaileshChaturvedi Harshad Chavan of Cream Events has a very professional
CEO
Tommy Hilfiger Apparels India approach to event management. His attention to detail
and enthusiasm makes his event company a pleasure to
work with. Keep up the good work.

Harshad and his team did a FANTASTIC job & Shilpa Shetty Kundra
delivered on every commitment toward the launch
of THE COLLECTIVE in Mumbai. We’’re thrilled to
have worked with them.

George M Santacroce
CEO
The Collective

OUR CLIENTS – OUR BEST CRITICS
It was indeed a pleasure to experience the ““personal
touch””, ““fantastic co-ordination”” and ““The eye for detail””
exhibited by the entire Cream Events team for all the
events that we at VIP have been associated with. We
surely would look forward to many more such
associations .. Cream Events is an expert in the field of event
conceptualization and execution. They not only
Indranil Roy
Head –– Sales / Trade understand the brand’’s positioning but also add to it by
VIP Industries Limited bringing a fresh perspective. Their execution is flawless
and impeccable. All our events have been successful
simply because Cream Events handled it end to end.
The entire team works towards one goal: to bring
maximum mileage to their clients. And this is what sets
them apart from the crowd.
I thought the whole event (NOKIA KKR IPL 2010) was
well conceptualized and executed brilliantly. It Rajiv Mehta
definitely lifted the mood of the KKR players after MD Puma India
their surprise loss scoring 200 at Eden Gardens.
Terrific bunch!!

ShivShivakumar
MD
Nokia iNDIA

CREAM credentials '11

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CREAM credentials '11