Brand news

Fountainhead MKTG Goes All Out to Make Aditya Birla Group Awards 2016 an Extraordinary Affair

17 Jan 2017

Fountainhead MKTG, the experiential marketing agency from Dentsu Aegis Network, crafted yet another astonishing experience at the Aditya Birla Group Awards for Outstanding Achievement 2016 for the 15th year in a row. Celebrating the achievement and performance across the Group’s global operations, the annual mega event was attended by more than 2000 top, senior and middle management employees.

The three-day event started with ‘The Aditya Birla Group Conference’ on November 16 and 17 at the Grand Hyatt Mumbai, followed by the Chairman’s Dinner. The third day witnessed ‘Chat with Chairman’ in the morning and concluded with the Main Awards at NSCI Dome, Worli in the evening. With more than 250 employee nominations and 140 awards in different categories, the event was broadcasted simultaneously to all the business centers spread across 42 counties through their internal server.

For the ‘ONE ABG’ Conference, the agency gave a very dynamic and niche look to the entire set-up with classy and stylish hexagonal structures and multiple LEDs. Speakers like Renee Mauborgne (author, Blue Ocean Strategy) and Malcolm Gladwell (journalist, author and speaker) kept the audience enthralled with their knowledge and insights. The Chairman’s dinner on Day 1 saw David Blatter of America’s Got Talent fame entertaining the audience with his comic timing interspersed with some amazing magic tricks.

Hosted by the popular actress and television presenter Mandira Bedi, the awards night began with a dramatic AV to get the nominees pumped for the evening. The morning of Day 3 was a rather cozy affair where 3 lucky nominees got a chance to get up-close and personal with the Chairman, Kumar Mangalam Birla. The highlight of this chat with Chairman was when the spotlight was on Birla while the nominees played a fun rapid fire with him. The guests then proceeded for the much-awaited Aditya Birla Awards for Outstanding Achievement 2016.

While the umbrella theme of the entire event was ‘ONE ABG’, the guests celebrated “Legions of One” during the awards night as well. The new Aditya Birla Group logo was also revealed in the form of 3D installations placed throughout the venue. Two walls were also created at the entrance of the dome with multiple units that had half the ABG logo reflected in a mirror to complete the logo.

The Awards night kicked off with a spectacular performance by Ganesh Hegde Troupe. This power-packed and jaw-dropping act choreographed with an outstanding crew of approximately 200 dancers from India, New Zealand, China and the United Kingdom, ended with a human wall of the ABG abbreviation.  

It was then followed by a keynote address of the Group’s Chairman, Kumar Mangalam Birla. To keep the event high on entertainment, the agency roped in multiple international artists from different corners of the world. Ganesh Hegde’s Troupe did a collaborative celebratory dance with the Royal Family Crew from New Zealand and China, and the Street United Troupe from Montreal, Budapest, and London. This exceptional performance saw the performers jumping on a trampoline to the beats of “Jai Ho” whilst the dancers accompanied them, matching their bounces and jumps.

The competition categories were introduced by dancers interacting with the moving LED Screen panels. The talented Ukrainian group Freckled Sky called for a huge round of applause from the audience as they introduced the award category “Living the Values” with their act featuring hydraulics and 3D projection mapping, with the performers interacting with the projection to absolute precision.

An extremely harmonious, upbeat and thrilling performance was introduced for the first time at the ABG Awards by a group of musicians from Los Angeles called Earth Harp. A gigantic, life-size harp was set up prior to the event which ran along the periphery of the stadium. The gala awards night concluded on a high note with a dynamic performance by Bollywood star Ranveer Singh and a mind-blowing collaboration with the Royal Family Crew from Auckland.