FMBX News

Nightlife Exchange reaction - India

The Smirnoff Nightlife project is rapidly becoming one of the most talked about brand experinece events beacuse of its global reach. With MTV on board, the parties were well documented. It was an event with global reach and global appeal, with some exchanges, such as that between Miami and London being between established party cultures.

India's exchange with Canada seemed like one of the less predictable pairings.

Fountainhead Promotions and Events had managed the Smirnoff Nightlife Exchange Project on November 27 in Bangalore at The Lalit Ashok hotel. In the experience, that saw 14 countries pair up and exchange the best of their local nightlife culture, India exchanged its nightlife culture with Canada.

Commenting on the initiative, Abanti Sankaranarayanan, marketing and innovation director, Diageo India said, "The Smirnoff Nightlife Exchange Project is all about creating the most original events that reflect the brand's global appeal. It's all about the experience with the world's best DJs, thousands of die-hard fans, spectacular sound and lighting, and most importantly, a platform for all countries to experience nightlife from across the world. Experiencing Canada's nightlife right here in India was truly an unforgettable experience."

Nikhil Chinapa, curator, Smirnoff Nightlife Exchange Project in India said, "This unforgettable night-out gave Smirnoff fans the chance to experience nightlife from a country which is so different from ours while enjoying world class music in a setting that was nothing short of extraordinary."

DJ Sultan, DJ Max Graham and Zara Taylor on vocals brought the sound of Canada to India and performed for an audience of 2,000 people. The theme for the night revolved around the great Canadian outdoors - snow and ice scenes served up with Canadian Mounties.

How the Project build up worked in the UK

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