03Services/Events & Production
“We get one evening. It has to land.”
An event is the only format where the brand is a place people stand inside. It is also the only one with no second take.
What it actually is
Creative direction first — what this evening is actually saying — then stage and set design, promotion, and live production on the night.
One team designs it, builds it and runs it, which matters more here than anywhere else. On the night there is no time to reconcile three vendors' assumptions.
It does not end when the lights come up. The film cut afterwards is usually what the event is remembered by, and what it gets judged on next year.
How a month runs
01
Direct
The idea for the evening, before any vendor is briefed.
02
Design
Stage, set, screen content and the brand in the room.
03
Promote
Getting the right people to actually turn up.
04
Run
Live production, multi-camera, screens and sound on the night.
05
Cut
The post-event film — the version that outlives the evening.
Inside the engine
3 departments, in this order.
01
Design
02
Production
03
Editing
In-house, salaried, in one building in Coimbatore. No outsourcing, no freelancers, no strangers near your brand.
14 brands built on this
Shalini Sampath
Where this stops
An event creates a spike. Whether anything survives it depends on what is running the rest of the year.