The events and ground activations company Krayon Events has announced the launch of three new event properties in the kids and youth segment.
Krayon won six awards in the kids and youth activation space at the recently-held event management and brand activation awards ceremony EEMAX Awards 2011. These include the Best International Event, Best New Event, Best Event with Digital Marketing, and multiple awards in the Best School Contact Programme Category.
The IPs include 'Get Set Go' -- an inter-school sports festival. While schools have their respective sports days, they don't really have inter-school sports days that bring them together on a common platform to compete with each other. 'Get Set Go' does just that.
The second property is 'Face the Music' -- a youth antakshari challenge. With music being in the heart of Indians, who hum melodies often, the event provides a platform to turn these 'hummings' into singing. The event will combine both singing, as well as a competition for the youth.
Ideasforlife.com is the third property. The 'idea' behind this event is that while we all get ideas, we often forget about them, and they end up in the trash can. This event collects these unused ideas at one common place to form a creativity pool.
Commenting on the roll-out of these IPs, Tabassum Modi, executive director, Krayon Events, says, "Creating your own IP is the way to go for all event agencies. I think we are a powerhouse of ideas, but more often than not, we have no ownership of these ideas. One has to think about creating our own properties sooner or later, and once a leadership position is established and accepted in a genre, it gets much easier."
The company claims that the new properties are backed with research and a clear understanding of what the market needs. "As we have always done, we believe in adding value to the kids or youth through whatever we do, and our properties will also be reflective of this. With our years of experience of dealing with this segment and the clients who cater to them, I think we're confident of communicating the essence of a brand in ways that Gen-Y understands," Modi adds.
The company shares that these are the first few of the many properties they plan to roll out in the near future.