Descripttion: Prateek started his career with Sercon India Pvt. Ltd (now a part of WPP group), a BTL agency that brought the concept of database management, audience acquisition, and lead generation seminars for B2B businesses. He then moved on to Shobiz Experiential C

1. ← Innovation in Event Management space & Creation of a
tangible Brand presence – Valay Lakdavala
Your Life Within The Pixel Will Change – Prateek N Kumar, MD
& CEO, NeoNiche
Posted on August 27, 2014
Prateek started his career with
Sercon India Pvt. Ltd (now a part
of WPP group), a BTL agency
that brought the concept of
database management, audience
acquisition, and lead generation
seminars for B2B businesses. He
then moved on to Shobiz
Experiential Communications Pvt Ltd, where he started the Integrated Event Marketing Services
Division and converted it into the largest profit centre within the organization both in terms of head-
count and revenues within 5 years. Now the CEO and Managing Director of NeoNiche Integrated
Solutions Pvt Ltd, EE got talking to the expert about the use of technology in Experiential Marketing
and his predictions of the future.A couple of years ago there were ad agencies and event agencies.
An ad was perceived somewhere and executed by someone else, creating a disconnect. “We at
NeoNiche try to fill that gap and erase the disconnect. We act as a marketing extension to the brand
that we serve and then also carry out the execution of the event.” says Prateek N Kumar, Managing
Director and CEO, NeoNiche Integrated Solutions Pvt Ltd.
“The era of one size fits all has gone. There is a difference in the way you would approach a
marketing situation in rural areas vs urban areas. The situation has changed, dependency on
technology has increased, people are more technologically connected. Tech creates that synopsis and
makes it easier to reach out to them directly.” says Prateek, commenting on the current scenario.
“Newspaper ads die out, hoardings are mostly ignored by passersby and most of them are not even
visible at night, while technology has made it easier for brands to reach out to their customers at a
time they know they will get the attention and have a bigger impact.” says Prateek.
Giving examples of how NeoNiche used technology to execute events, Prateek said, “We created an
experiential marketing campaign for one of our clients – Salesforce.com – called Hackathon. The
target audience of this event was mainly developers. Conferences were held in major cities, but there
was a live streaming which also enabled all the people not physically present at the banquet to
become a part of it. The event eventually reached out to pan India, while actually being physically
carried out in a few urban cities. Technology enables you to do that. You could be at one place but
you can reach out to millions at the same time.” The sky is no longer the limit.
Recent Post
Your Life Within The Pixel Will
Change – Prateek N Kumar, MD &
CEO, NeoNiche
Innovation in Event Management
space & Creation of a tangible Brand
presence – Valay Lakdavala
Personal link with consumer is must –
Prateek N Kumar
Siemens organizes annual day event
for employees
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Bawraas organises event for youngest
Indian woman to climb Mt. Everest
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‘Stakeholders’ Equilibrium – People
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NeoNiche executes tri-city launch
event for Boehringer Ingelheim
Corporate Office, Mumbai
B-1/17-A, Vyapar Bhavan
PD Mello Road,
Camac Bunder,
Mumbai -400009,
India
+91-22-23485522
NeoNiche Integrated Solutions Pvt. Ltd.
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2. ← Innovation in Event Management space & Creation of a
tangible Brand presence – Valay Lakdavala
Technology enables the brand to reach out to its target audience in smaller, tier 3 cities. Such cities
don’t usually have the infrastructure for events and it is difficult to convince brands to event in such
cities. “There is a lot of expenditure involved plus there are a lot of difficulties that you have to face
when it comes to conducting events in such cities. But that doesn’t mean you ignore that consumer
base. Technology enables you to reach out to pan India, thus reaching those cities too which would
otherwise have not experienced the campaign.” says Prateek.
It’s no news that execution of marketing events usually involves a lot of expenditure, and its usually
big brands that have that kind of capital that are able to reach out to their consumer base easily.
That’s where startups fall behind, but technology comes to the rescue. “If you’re looking at start ups
who don’t have the bandwidth to spend millions, for them we have created an entire CRM system.
So basically we create a level playing field – you receive the same thing that could be given to big
enterprises.” says Prateek.
Predictions in technology developments? “10 years back was a generation of Internet 1.0 – where
everyone was basically talking about the internet, e-mails, etc. Then came Internet 2.0 where people
began talking about social media marketing which include Twitter, Facebook, etc. We are now
moving on to a digital era where we are using experiential medium in a digital space. So in the
future Google Glass, Google Earth, and social handles will evolve more.” says Prateek. Evolution of
social handles? “Till date you have been utilising Facebook as to what Facebook offers you and not
really what you would want it to do. Soon it is going to be an era of users in which customizing
power will lie in your hands. Before Facebook came into the picture there was Orkut and Hi5. Who
even talks about those now? That’s because consolidation happened with Facebook as Facebook
gave you everything that these sites combined did along with youtube and tagging access. For a
country like India that is still developing, as power and electricity reaches out to more cities there will
be an evolution of mobile devices. Your life within the pixel will change.” says Prateek.
How does experiential marketing help brands that are not tangible? “Everyone is talking about
experiences. No brand in today’s date is really talking about what they do. For eg Coke is a means to
happiness which is an experience. They are not talking about the taste of coke but what it will make
you feel like. Similarly mobile handsets are not telling you that you will be able to make calls for
them or send messages. They tell you how using them you will stay connected with your near and
dear ones and ease your life. Anyone and everyone is talking about experiences, be it a brand that has
a tangible product or a brand that offers service.” says Prateek. At the end of the day, it’s all about
the experience.
–Prateek N Kumar, MD & CEO, NeoNiche
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