India's first interior designing competition takes off

Company Brief

Mumbai, August 25, 2009

Design Warz is the first ever PAN India Interior Designing competition. It is currently the only credible platform to showcase Indian talent in the space of Interior design both in the B to B and the B to C space. This is also the only platform to offer representation from thousands of people enthusiastic about designing; the property aligns with the universe of Indian mass on television. The viewers engage, emote, opine and most importantly relate to a property which is niche in content and mass in appeal.

Commenting on this first of its kind competition in India, Mr. Rajeev Banerjee – Vice President IPR 360 Degrees Alternate Brand Solutions India Limited said, “Design Warz is going to provide a platform to all those interior designers aspiring to make it big in this profession. The competition will provide a uniform opportunity to professionals as well as non professionals to exhibit their talent. Through this platform, we aspire to motivate the deserving candidates and equip them with brilliant opportunities to embrace for their careers. With the vast talent pool in India, we are sure to discover extraordinary candidates.”

Supporting the show are Title Sponsor Asis, one of India’s premier interior solutions brand manufactured by Shirdi Industries Ltd. and Associate Sponsor Sleek International, India’s largest designer kitchen company.

"ASIS is one of India’s premier interior solutions brand manufactured by Shirdi Industries Ltd. In just two years from its inception, its Uttaranchal plant is not just India’s largest & most modern plant but also the only plant in the world to make such a wide range of products, all of which conform to prestigious international standards like ISO 9001:2008 systems, ECO Mark, BIS and E- 1." Asis is a one stop shop for all requirements in interior designing. Being the market leaders in the B to B segment Asis is launching readymade furniture and complete solution for designing home as well as office spaces. The brand thus finds this property an apt platform to launch the new venture.

Sleek International is Pioneer in Designers Kitchens in India spread across the country to provide customized solutions. They also have extensive training module for training fresh designers and their own dealers to understand the intricacies of modular kitchen designs. It was a natural choice of Design Warz….

“Asis is a one-stop shop for interiors, and offers complete design solutions for homes and office spaces. As the first choice and the last word for the modern Indian’s interior needs, Asis’ aim in partnering with and supporting ‘Design Warz’ is to uncover an emerging generation of designers that will renovate not just homes, but lives as well!” Mr. Rakesh Agarwal, MD, Shirdi Industries Limited

“Design Warz is the first-of-its-kind Interior design competition on Indian television. Its concept and format is very unique. We have always believed that innovation is king, and this program will bring out an interior designer’s most innovative streak.” Mr. T.T Ahuja, Chairman of Sleek International

The property takes off from the initial rounds of scouting for the right talent to make teams comprising of one professional and one non professional talent from all over India. Top 9 teams make it to the finale and battle it out competing through various tasks during a gruelling tenure of 21days which is captured as a 7 episode reality series on Zoom. The property offers engagement online at www.designwarz.com

Design Warz is lent credibility and knowledge expertise by IIID – The Indian Institute of International Design, the most credible body in the space of Interior Designing and a member of the IFI-International Federation of Interior Architects / Interior Designers and the APSDA-Asia Pacific Space Designers Association and an associate of the JDF-Japan Design Foundation.

IIID comprises of over 5500 members spread around and has 21 Chapters / Centres. " To CONSOLIDATE and expand the contribution of the Interior Design Profession towards improving quality of life in contemporary and future societies by sharing of knowledge and experience and understanding of responsibilities."

The winning team victorious through all hurdles get return tickets to London and also gets to experience the very prestigious Milan Fair of Interior designing.

ASIS – the title partner has offered a plethora of goodies for the contestants

Assured privilege programme for all contestants

Memento for lucky 500 contestants

gift hampers for top 18 contestants

The top 3 contestants are offered assured jobs at SIL

The winning team is also handed over with the Design Warz trophy.

Sleek International, the Associate Partner also offers attractive gratification to contestants with:

Vouchers of Rs. 5,000 for all finalists

Fully paid trip to Goa for the contestants designing the best kitchen

Assured job for the contestants designing the best kitchen

BBC Good Homes, the Design Partner, offers the winning team of ‘Design Warz’ three-month Apprentice Stylist positions.

The property is Co-partnered by Marshalls, the one-stop interiors shoppe and the number one wallpaper company in India, and Powered by Croma, the electronics megastore. Kingfisher Airlines, India’s only five-star airline, is the Airline Partner; Zoom is the Television Partner; Be: Home is the Furnishing Partner; Radio Mirchi is the Radio Partner and Nyati Group is the Realty Partner. The Hospitality Partner is The Corinthians Boutique Hotel, Pune, and Online Partner is Interactive Realities. The official Magazine and Design Partner is BBC Good Homes. The property is produced and conceived by Alternate Brand Solutions, India. It’s a 360 Degrees initiative. All rights reserved.

Stay Tuned. Catch ‘Design Warz’ on Zoom starting end-September.

For further information, please contact:

Corporate Voice I Weber Shandwick

Akshat Jain

Tel: +91 22 40311258

Email: akshat@corvoshandwick.co.in