Mumbai: The Frames conference organized by industry lobby Federation of Indian Chambers of Commerce and Industry (Ficci) is all about media, entertainment, and reaching the right audience. It is only apt then that several companies are aggressively wooing delegates.
The list of companies doing this includes technology companies Microsoft and Hewlett Packard, airline Jet Airways, multiplex firm Inox Leisure , and media and entertainment companies such as Kreeda Games India, Reliance Communication Ltd, INX Media, and Deepak Raj Entertainment and Animation.
“This is our second year at Frames. This is the big gathering of the media and entertainment industry and being the sponsor of the networking cafeteria makes perfect sense for us,” says Harshvardhan Gangurde, vice-president, marketing, Inox Leisure Ltd. “It gives us an opportunity to showcase our hospitality service,” he adds. Jet Airways has set up a lounge for VIPs where it is showcasing the first-class cabin of the airline’s Boeing 777-303 aircraft.
And Hewlett-Packard India Sales Pvt. Ltd is targeting the animation industry by showcasing its association with big animation studios such as Dreamworks Llc. “We are marketing our workstations, blade servers and storage solutions that’d be of interest to animation companies that are present here,” says Faisal M. Paul, country manager, technology solutions group, HP.
Amita Sarkar, a director at Ficci, said the body has spent around Rs2.5 crore on the event. Of this, Rs1.5 crore has come from sponsorships.
Ficci managed to get sponsorships for most services provided to delegates. Everything from the bags given to delegates to the thick pile of contents inside is branded.
But despite sponsorships, exhibitors, who pay Rs1.75 lakh for a 6 sq. ft stall and about 1,800 delegates paying a fee of Rs10,000-12,000, the event has just about managed to break even, says Sarkar. “We spend about Rs40,000 on each delegate if you break down the costs. Promotional costs are huge and so are the logistics involved.”
The second day of the Frames was not as well-attended as the first. The opening session on “Media choices in the expanding Universe” saw representatives from Star India, Reliance Infocomm, Time Broadband Services, Thomson India discuss opportunities and challenges in the sector in the emerging digital order. The panellists discussed ways of reaching and engaging consumers through different technology platforms.
Other sessions focused on tapping new revenue streams in the animation industry, creating an audience for online media platforms, talent crunch in the media and entertainment industry and the kind of films that work for today’s audiences, among others.