ANALYSIS & BUSINESS POTENTIAL
BENGAL CLASSICAL MUSIC FESTIVAL 2013
LARGEST Classical Musical Over 44 hours of Musical
Festival in the WORLD Harmony
More than 50 captivating Gathering of more than
performances 75,000 music lovers
Smart Brands
Identify behavioural trends
of their Target Groups
Always have defined
Target Groups
Assess the Buying power
of their Target Groups
Associate with activities their
Target Group indulges in
The search
We wanted to know who
our guests were
So we undertook a phone
based survey
We wanted to know how our
guests felt about the event
The results were
very enlightening
We wanted to get a peek
into their lifestyle
The Survey
327 people answered our calls
173 Male
283 answered gave time to all
110 Female
our questions
The following findings are a reflection of
the respondents
Highlights…
More than 50% user have
Smart Phones
40
35 male
30 female
25
20 61% male : 39% Female
15
10
5
0
Android IOS Multimedia Others
73% follow some sort of 20
Social Media 15
10
5
0
Yes 18 - 20 - 25 - 30 - 35 - 40 - 45 - 50 - 55+
20 25 30 35 40 45 50 55
No
71% 0f attendees is
between the age of 20-40
Profile male
35% 36% 26%
Age : 20 - 30 Age : 30 - 40 Age : 40+
• Most Student / Young Exec • Many Pvt Service/Entrepreneur
• Many Pvt/Govt Service/Entre..
• Most A/C holder • Most Corporate A/C holder
• Most Corporate A/C holder
• Many Smartphone user • Most Smartphone user
• Many Smart-ph/M-media user
• Most are Social Media user • Many Social Media user
• Most Owns 1 or more cars
• Mostly single • Many Own 1 car
• Most Lives in own space
• Most Live with parents • Many Live in own space
Profile female
33% 28% 26%
Age : 20 - 30 Age : 30 - 40 Age : 40+
• Student / Young Exec/ Entre… • Pvt Service / Housewii../Entr..
• Mostly Housewives/Retired
• Many A/C holder • Many Corp or A/C holder
• Many A/C holder
• Many Chinese/Local Smartphone user • Most Smartphone user
• Many Life Insurance holder
• Most Social Media user • Many Social Media user
• Many Multimedia/Smartphone
• Mostly married • Mostly married with children
• Avg age of 1st Grand child <1-5
• Age of 1st child <1-4 yrs old • Avg age of 1st child 8 – 14
• Many Live with Spouse / 1st child
• Most Lives with spouse / parents • Most Lives with spouse
VIP profile
57% wanted credit card
We discovered…
facilities while purchasing
66% wanted an ATM to
60% respondents came be present there
more than 1 day
13% had visited the
festival all 4 days
23% respondents wanted
some sort of mobile
financial service to be
accepted in the stalls 37% respondents phones
were out of credit, leaving
late
87% The ambience was
Kudos
perfect for friends &
families to gather
76% respondents found the
price range of food reasonable
94% people thanked
Bengal for arranging
such a spectacle
86% respondents
appreciated the info center
service
82% said the overall
arrangements for the
event were satisfactory
OPPORTUNITY KNOCKS AGAIN
28th November 2013,
Bengal Classical Music Festival
LAUNCH
with the following legends…
Press Conference
8 September, 2013
Th
Social Media
Coverage
Rolling
Coverage
THE STARS
Vidushi Girija Devi
• Born: 1929 (age 82–83)
• Origin: India
• Genres: Hindustani classical (Vocal)
• Years active: 1949–present
• Awards: Padma Shri (1972); Padma Bhushan
(1989); Sangeet Natak Akademi Award
(1977); Sangeet Natak Akademi Fellowship
(2010); Maha Sangeet Samman Award
(2012); Sangeet Samman Award (Dover Lane
Music Conference) etc.
Pandit Shiv Kumar Sharma
• Born: January 13, 1938 (age 74)
• Origin: India
• Genres: Hindustani classical (Santoor)
• Years active: 1955–present
• Awards: Sangeet Natak Akademi Award
(1986); Padma Shri (1991); the Padma
Vibhushan (2001); honorary citizenship
of the city of Baltimore, USA, (1985) etc.
Pandit Hariprashad Chaurasia
• Born: 1 July 1938 (age 74)
• Origin: India
• Genres: Hindustani Classical Music (Bansuri)
• Awards: Sangeet Natak Academy (1984); Konark
Samman (1992); Padma Bhushan (1992); Yash
Bharati Sanman (1994); Padma Vibhushan (2000);
Hafiz Ali Khan Award (2000); Dinanath Mangeshkar
Award (2000); Pune Pandit Award (2008); National
Eminence award; Honoured by Dutch Royal family
(Order of Orange-Nassau); Honoured by Ministry of
Culture of the Republic of France (Ordres des Arts
et Lettres)
Pandit Ajoy Chakrabarty
• Born: 1953 (age 59)
• Origin: India
• Genres: Hindustani classical (Vocal)
• Years active: 1970–present
• Awards: National Award (1989); Kumar
Gandharva Award (1993); Sangeet Natak
Akademi award (2000); Padmashree
(2011); Alva's Virasat Award (2012) etc.
Ustad Rashid Khan
• Born: July 1, 1966 (age 46)
• Origin: India
• Genres: Hindustani classical music (Vocal)
• Years active: 1977–present
• Awards: Padma Shri (2006); Sangeet Natak
Akademi Award (2006); Global Indian
Music Awards (GIMA) (2010); Maha
Sangeet Samman Award (2012) etc.
Aruna Sairam
• Born: May 12, 1960 (age 52)
• Origin: India
• Genres: Carnatic music
(Vocal)
• Awards: Padma Shri etc.
Tejendra Narayan Majumdar
• Born: 17 May 1961 (age 51)
• Origin: India
• Genres: Hindustani classical
music (Sarod)
• Awards: President's Gold
Medal; Pandit D. V. Paluskar
Award etc.
Kaushiki Chakrabarty
• Born: 1980 (age 32)
• Origin: India
• Genres: Hindustani classical
music (Vocal)
• Awards: Jadu Bhatta (1995);
Outstanding Young Person
(2000); BBC Award (2005) etc.
Alarmel Valli
• Born: August 14, 1956 (age 55)
• Origin: India
• Genres: Hindustani classical music (Dance)
• Awards: State award of Kalaimamani (1979);
Nrithya Vikas (1980); Nritya Choodamani
(1985); Adal Arasi (1990); Padma Sri (1991);
Nritya Urvashi (1996); The Grande Medaille
(1997); Sangeet Natak Akademi Award (2002);
Padma Bhushan (2004); Padma Sadhana
(2008) etc.
Bombay Jayashree
• Born: November 30
• Origin: India
• Genres: Hindustani Classical
Music (Vocalist)
• Awards: Sangeetha
Saraswathi,Kalaimamani
Virudhu, Shanmukha Sangeetha
Oscar Nomination for ThemeShiromani
Song of ‘Life
etc of Pi’ in 2013
Pt. Swapan Chaudhuri
• Born: 30th March 1947
• Origin: India
• Genres: Hindustani
Classical Music (Tabla)
• Awards: Sangeet Natak
Academy Award etc
Ustad Rais Khan
• Born: 25 November
1939
• Origin: Pakistan
• Genres: Hindustani
Classical Music (Siter)
• Awards: Padma
Bhushan Award etc
Program Schedule
Bengal Classical Music Festival 2013
Venue: Army Stadium
Date: 28th Nov- 1st Dec, 2013
Updated: 3rd September 2013
List of Main Performers
28th November 2013 29th November 2013 30th November 2013 1st December 2013
Kathak: Vishal Krishna Bharat Natyam: V. Alarmel Valli Sarod: Rajrupa Chowdhury Manipuri: Tamanna Rahman (BD)
Vocal: Bombay Jayashree Violin: Saket Sahu Vocal: V. Aruna Sairam Vocal: Suchisree Ray
Tabla: Group (BD) Vocal: V. Girija Devi Flute: Pt. Hariprashad Chaurasia Santoor: Rahul Sharma
Sitar: Ayan Sengupta ( SRA) Sitar: Ud. Rais Khan Vocal: Pt Uday Bhawalkar Rudra Veena: Bahauddin Dagar
Vocal: V. Kaushiki Chakra borty Vocal: Pt. Ajoy Chakrabarty Santoor: Pt. Shiv Kumar Sharma Vocal: Pt. Ulhas Kashalkar
Sarod: Pt. Tejendra Narayan Sitar: Purbayan Chatterjee Tabla: Pt. Swapan Chaudhuri Vocal: Ud. Rashid Khan
Vocal: Pt. Rajan & Sajan Mishra Vocal: Asit De (BD)
165 mins 1,050 mins 780 mins
(2.75 (17.5 (13 hours)
hours) dance hours) vocal instrumental
performances
performance performances
44 hours of mesmerizing performances over 4 days
Strategic Alliance
Bengali Daily Partner English Daily partner Telemedia partner
FM partner
BRAND EXPOSURE
Online Registration & Entry
Coupon
Venue Branding & Ambience
News Paper Advertisement
Press Ad: Prothom Alo & The
Daily Star
• 10 + 10 insertions
– 4 x 10 = 40ci x 12ins = 240ci (3rd
page)
– 4 x 4 = 16ci x 8ins = 48ci (Front
page)
– Total ci = 576 ci
Magazine advertisement
Magazine: ICE Media (6 magazines)
• A4 = 8in x 11.4in x 18 ins = 1,642 in²
Television advertisement
TVC: Maasranga
• 20 spots per day
• 30 days up to the festival
– 20 x 30 = 600 spots
• Mentioned by Maasranga with
other partners before the airing
of every episode over the
course of the year
FM ads & RJ endorsements
RDC: ABC radio
• 10 spots per day
• 30 days up to the festival
– 10 x 30 = 300 spots
Outdoor Exposure
Billboards:
• 15 Billboards in prime locations
for 2 months
– 15 x 60 =
900 exp
moments
High footfall hubs
Posters:
• 20,000 posters pasted in busy
locations
– 7 days before the event
– Total Value = 20,000 x 10.50 =
BDT 210,000
*One poster exposes approximately 30 people during its lifetime
Modern Trade Touch-points
Cutouts:
• 20 cutouts placed at the entrance of
Modern Trade Outlets
– Agora, Meena Bazaar, Swapno
– Placed about 15 days before the event
– Total Value = 20 x 5,000 = BDT 100,000
Bengal Classical Music
Festival 2013
*Average walk-in customers at a Modern Trade Outlet like – Agora, Meena Bazar
Exclusive Celebrity time…
You can arrange an exclusive &
memorable time for your valued
clients/customers
Modality (example)
• Tea time with Hariprashad Chaurasia
– Corporate clients have tea with the
maestro & chit chat
– They get autographed personal belongings
– They get to take pictures with the legend
– Brands get PR mileage out of it
Exclusive merchandise…
You can create special
contents/merchandise to boost
your campaigns
Modality (example)
• Get 50 autographed merchandise
of a celebrity musician
– Use these as promotional tools for
your product/service
– You can also use them as gift items for
future reference
Dummy Layout
Perimeter Board
Dummy Layout
Projector Screen
PR MILEAGE
12 days of PR Blast
PR victory
Covered by 20 national
dailies & 12 TV Channels
PR value of BDT 73mn
Print & Electronic combined
Read by 15+ mn people
approximately
Electronic PR Coverage
• TV
– 12 National Channels
– Every news covered the event for
1 min on average
– Coverage over 4 days
– 48 mins (12*4*1) of total coverage
– Total PR Value: Tk.50,880,000
PR Coverage
• Press
– 20 National Dailies covered
the event
– 12 days of PR blast
– Total space – 2,410 ci
– 62 articles over the sphere of
program
– Total PR Value: TK. 22,895,000
PR @ a glance
PR percentage by day
3% 11/28/2
17% 24% 013
11/29/2
013
11/30/2
013 Almost 50% of PR generated on 30th
25% 12/01/2
013 Nov & 3rd Dec
12/02/2
15% 16% 013
12/03/2
013
PR Value by Day
6,000,000
5,000,000
BDT 11,058,000m on the 2 most 4,000,000
successful days 3,000,000
2,000,000
1,000,000
-
28-Nov 29-Nov 30-Nov 1-Dec 2-Dec 3-Dec 4-Dec
Press Coverage By Dailies
Daily Star & prothom
10 Alo @ max PR
5 coverage with 8
0 articles followed
t .. r
Janakantho with 6
o n y h n e a
Al i Di mo den ot. nta es mi Ag art
r a D a B
om i Ja So en P g r bj ew ik
th Ja er ep esh Ju ma ana N n
Pr
o ad Ind lad A
M Bo
m
A he ng
T Ba
%age Coverage by Dailies
23%
38%
39% coverage value by Prothom Alo
Daily Star second @ 23% by Daily Star
Others
Prothom Alo 39%
BRAND OPPORTUNITIES
Sponsorship Opportunities
Platinum Diamond Gold
20,000,000 15,000,000 10,000,000
Taken
Title by
Sponsorship 25 seated Lounge 15 seated Lounge
40 seated Lounge One 250 sft Stall One 250 sft Stall
One 500sft Stall FREE Food & Drinks 15% Share of Brand Space
FREE Food & Drinks 25% Share of Brand Space
40% Share of Brand Space
Partnership & Activities
Credit Card Relationship
Portable ATM Campaigns
promotion Manager
Stalls
Chairman’s VIP guests eating
Regular people eating
Projector
9
Art Gallery
8
4
Large Blockin Wall
CVIP
7
9 6
3
8
4
5
VIP seating
CVIP
7
area, broken
6 into 9 blocks
3
5 for Sponsors
THANK YOU!
