10 December 2019

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Impresario: The King Pin of Events

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Kerala witnesses a lagoon of successful conventional businesses, sons following father’s footsteps in family business. Any casual onlooker will notice that start-up ventures are very less here. Here is a real different success story of an entrepreneur, who rock carved his name, within a span of 14 years, and that too with a novel business idea in the 90’s- ‘Event Management’.

This is the story of Impresario Event Management Company, better known by its event - The Miss Kerala Contest. Event marketing as a concept was pioneered in South India by Impresario.

 “Impresario caters to different business needs like brand promotions, product launches, dealer-retailer meets, exhibitions, stage shows, sports events, musical nites, road shows and many more services within the ambit of event management”, says Mr. Harish, Managing Director, Impresario. The vision of this hard working and enthusiastic personality made Impresario a global name in the entertainment & hospitality business and to that he leads Impresario with passion, grit & determination.

How this concept took shape?

The moment we decided to step into an entrepreneurial venture, we wanted to do something not tried and tested, but fresh and futuristic and thus decided on this concept. In the initial years our challenge was to make the corporates in Kerala aware about the new concept of event marketing. After several discussions and promotions, we decided to develop a branding for ourselves so that other brands will notice us. That’s how we chose to brand us through exhibitions and the event called “Miss Kerala Contest”. After a year and a couple of exhibitions the name “Impresario” became familiar. This signalled our entry into corporates by conceiving their product launches and Dealer meets.

Since its inception, Impresario has successfully executed over 12,000 national and international events. The experienced team at Impresario delivers customised solutions tailored to every client’s need, what ever the nature of the event.

The Impresario group today, under its fold has a variety of establishments. Each entity has been strategically chosen to deliver synergy to clients as a group.

Can you please brief how the event management division carries out its ventures?

We specialise in devising project driven solutions for an event, based on client’s need. The process entails venue sourcing, decor, branding, lighting, audio visual requirements, transport, entertainment & music, interactive elements, staffing, marketing & promotion. The objective is to facilitate our clients to reach out to their target group in the most effective and efficient manner. From creative conceptualisation, venue selection, logistics management, event production to seamless execution, Impresario team brings a one-stop solution for all event requirements. We puts forth out-of-the-box marketing in partnership with our clients. We partner with the best of suppliers, entertainers and sub contractors to ensure a rewarding event.

Please explain the activities of the group companies under “Impresario”

Impresario Motion Pictures involved in the creation of content, films and distribution, working with some of the most reputed names in the industry. Impresario Leisure Holidays is our travel division, intends to promote Kerala tourism. Impresario Sports management Division intends to do various sports events.

Parinaya Wedding Management Solutions provides wedding solutions to our customers. We have managed spectacular marriage ceremonies for India's Page3 people as well as those settled abroad.

Impresario Destination Management Company (IDMC) organises large scale conferences, meetings, exhibitions and other events at tourist destinations both national as well as international. The MICE portfolio of IDMC includes selection of exciting destinations and venues, accommodation, transport, local permissions, conference / convention management and other related support.

The Public Relations division of Impresario-Impress, caters to all media requirements such as press meets, interviews, releasing articles, issuing press releases etc. We help our clients in reaching their customers effectively with articles on new product launches, new features in existing products and services, company strategy etc.

Celebrity Management Services is one of our strong assets. We work with our clients in selecting the best celebrity to endorse their brand. CMS also nurtures budding talent in the glamour world by providing them with the right platform to showcase their talent.

Impresario Event Management Development Institute (IEMD) trains individuals interested in developing a career in the field of event management.

Mr. Harish Babu is co-partnered by, Mr.B. Hariharan - Executive Director, who  brings the “4 way test” to action in all the Impresario projects, and Mr. Ram Menon - Executive Director, whose PR expertise ensures that all our clients reach out to us for the value added inputs and insights that he delivers.

The main stream of activity is event management, but why the company is divided into different entities?

Event management is an umbrella. The umbrella houses various focused niche event segments. All these entities are required to give specialised services in their niche areas. Hence all these treated as separate divisions staffed by separate experienced personnel.

Impresario Event Management India Ltd has won two awards at the annual convention of EEMA agencies held in Agra- EEMAGINE 09.The first award was for the “Nattile Taram”, the talent hunt done for Radio Mango in all panchayaths of Kerala. The 3 day conference for RMP InfoTech with 2500 delegates in Thailand conducted to international standards, won the second award. Impresario had also won the ‘WOW’ awards held in Mumbai for the same events.

“A great deal of hard work went into creating our event ‘Nattile Taram’. We had a wonderful experience! Impresario is a great company to work with says Kamal Krishnan, Senior Manager Marketing, Radio Mango.

Record Breaking Events

  • World's Biggest Umbrella for MAX New York Life at Cherai Beach (Feb 2006)
  • World's biggest Note Book for Grihalakshmi Films - Promotion of their film "Notebook" at Calicut Beach (Dec 2006)
  • World's largest Flower Carpet (pookalam) for Brook Bond at Trivandrum (Sept 2003)
  • World's Longest Cake for Bakery Association at Cochin (March 2007)
  • Longest Painting by Numbers record attempted for RMP Infotec - with 2430 people at Pattaya, Thailand (March 2008)

Some other major events conducted are:

  • Brand Launches of  Oman Air (Bangalore and Calicut), Sahara Mutual Funds – (All India 10 cities), Asia Paints Kids Room  ( Chennai ), Colgate Advance Whitening- (All India-22 states and 1200 retailers and 1500 parlours)
  • Dealer Retailer’s Meet of King Fisher group( Trivandrum ), LG ( Kochi ), IBM, Kerala, Grasim, Tata Sky, ICI Paints, Videocon

Road Shows and promotions: ICICI NRI Campaign (All India - 13 states), Federal Bank ICC cup (All Kerala), Radio Mango (All Kerala), Virgin Mobile

Music nites: Performance by various leading artists in the music industry

Sports : India Pakistan ODI (Kochi), Snake Boat Race (Alleppey & Kochi), India Pakistan ODI (Jamshedpur), NTPC Indo-Pak Veteran's Cricket (Kochi),

How would you account for the good client base?

We always had the head start as ‘the first event agency in the state’. However as years passed, and clients are looking for new and value for money events. We are constantly innovating and researching how we can add more value for our client. This objective driven methodology retains our clients and this in turn spreads our good name.

There are a number of event management companies mushrooming these days. How impresario is able to maintain their brand image?

Understand the clients requirement & deliver to their specifications at the best and optimum cost. The event management industry is growing. Even though we have an advantage of being the concept pioneering agency we are on a mission to deliver innovative, cost effective solution to the client. Each time a client experiences our brand of services it makes the brand to return to us for the next event. This helps us to maintain our brand image.

What are the main challenges faced while establishing the brand and hosting events?

The main challenge in establishing  a brand is the client  being not aware of the advantages of  hiring a  professional agency. The challenges in hosting an event are many right from getting quality work execution by a vendor to the management of government agencies for permissions and approval etc.

Future plans of expansion?

Event Management Industry is growing at a healthy rate and it has been finding new avenues to help the client to reach out to the target segment. In the next five years our focus is to expand our operations to more countries and become a global player and support our clients internationally.

A very strong belief, that we can achieve any task, provided we set our minds on it - is the work ethic that he propagates. The confidence he instills in all his team members is a result of 14 challenging years in the industry as pioneers.


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