This document discusses the live events industry in India in 2014. It notes that while economic challenges remained, political elections spurred more event activity. The largest event was the general election. There are three main types of events: private, public, and corporate. The document outlines trends in tier 2 and 3 cities hosting more events and examples. It provides details on the different types of private, public, and corporate events. Top event management companies are listed, along with the typical value chain and revenue sources for the live events industry in India.

1. Live events
By Abhishek Gautam

2. Overview
 Despite a significant change in economic mood, the Live events industry continued to
grapple with the same set of challenges and issues in 2014 as they did in 2013
 Companies- both Indian and MNC- and the government started to engage in live events
activity more prominently after the elections.
 The largest event of 2014 was the general election in India.
 There are primarily three types of events:
1. Private
2. Public
3. Corporate Events

3. Increased Focus On Tier II & Tier III
 Tier II & Tier III cities are increasingly realising their potential as key micro markets for
sponsors, activation of brands and event companies.
 Goa and Pune have traditionally been destinations for large format events, brand
launches.
 Goa, Due to its high domestic and international tourist population is a unique venue for
cutting edge music and film events as well as beverage and alcohol launches.
 Pune’s proximity to Mumbai and its high student population offers a fertile test market for
food, beverage, music, electronics, telecommunications, fashion and youth segment
brands and IP’s.
 Other emerging cities include
 Jaipur (Jaipur Lit Fest)
 Surat (Smaash outlet and launch city for the new BMW)
 Kochi (Wonderla amusement park and the Biennale Art Festival)
 Shillong (Multiple music festivals)

4. Private Events
 The events that are hosted privately and are not intended to make money.
 A wedding, a party, a get-together.
 But the scale of things have changed and there is demand for professional help
 Wedding organisers for wedding.

5. Public Events
 These include any event where a general audience, against a focused or specifically
targeted audience, is involved.
 These are Exhibitions, Award Ceremonies, Fund Raisers, Sport Events, Marathons and
Concerts.
 One of the most profitable events, according to industry estimates is the Filmfare award
ceremony.
 Wizcraft’s IIFA is estimated to have a top line of roughly INR120-130 Million.
 Cineyug specialises in film shows, either for other companies or its own.

6. Corporate Events
 These form the bulwark of the growth that the organised event industry is seeing.
 The usual Corporate event could range between INR 0.5 to 5 million in ticket size.
 They are the steadiest revenue stream with a steady level of profit.
 Corporate events could be sub-classified into the following three types:
 Brand Activation – This refers to any event which involves getting in touch with the consumers
through a contest, a promotion at a mall or multiplex.
 Internal Events – Any event organised to meet the needs of an internal audience- employees,
dealer, retailers & vendors.
 Strategy workshops, sales meets, dealer meets, motivational workshops, doctor conferences are all part of
Internal Events.
 External Events – Any event organised to meet the need of an audience that is external to an
organisation.
 Summits, Conferences, Seminars, Exhibitions, Expositions are all part of External Events.

7. Top Event management companies
 Percept D Mark
 Business – Entertainment, Media, Communications
 Services – Advertising, Brand and Marketing Consultancy, Design and Packaging
 Wizcraft
 Business – Entertainment, Communications
 Services – Corporate Events, Television Production, Exhibitions, Retail Design
 DNA Entertainment Network Pvt Ltd
 Business – Entertainment Events
 Services – Music, Sports and Corporate Event Management
 Fountainhead Transmedia
 Business – Event Management
 Services – Advertising, Entertainment and Communications

8. The Value Chain
 The Client: The client defines everything; the kind of event, Its scale, costs, nature of fees,
everything.
 Client could be an individual, a family, an industry association, government ministries, a company.
 The Event Management Firm – The event company puts together the whole event. It may or
may not own the event.
 Wizcraft owns IIFA . In this case the company is the client.
 A bulk of the events organised in India are commissioned and the execution is done by the event
company.
 The Advertisers & Sponsors – Sponsors usually finance various elements of the event like air
tickets, hotel stay, clothes & so on.
 When you read on a podium that the airline partner is Jet Airways, it means that Jet has paid for the
tickets of the speakers, performers and organisers of an event.
 Advertisers usually take up space at the venue to advertise or buy airtime on the televised version of an
event.
 Some event may not have any advertisers- for instance private events, brand activation or internal
corporate events.

9. Revenue
 Advertising
- Advertising make up about 60-70% or more for most events.
- More relevant for public events like film and music shows
 Ticket Sales
- These account for only 20-30% of the revenue of events.
- In overseas market, ticket sales form a bulk of the revenues especially for film-oriented shows or concerts.
 Retainer or Fee
- This works for organising corporate events.
- The fee could be a percentage of the ticket size, a flat fee or a retainer.
- Another way is charging by the hour.
- But most clients a re reluctant to pay on a time basis.
 Television
- The fourth one is revenue streams emerging from producing television content.
- For example – Zee Cine Awards.
- Wizcraft Encompass have found that it makes sense to get into the television production of reality shows
- Wizcraft put together Season 3 & 4 of Nach Baliye for Star.

10. Sources
 FICCI KPMG 2015
 PWC India Entertainment and Media Outlook 2014
 The Indian Media Business by Vanita Kohli-Khandekar
 Wikipedia
 Google

11. Thank You