Adgully Exclusive | Countdown to Ad:tech India: All set for a Delhi blast!

Ad:tech is a renowned international event in digital marketing, media and advertising that has taken place across the globe in places like New York, Melbourne, Sydney, San Francisco, Singapore, Tokyo, Beijing, Shanghai and London. Ad:tech New Delhi on April 27 and 28 2011 will be the country's first interactive digital marketing exhibition and conference which would be a convention of brands and agencies, publishers and service providers all coming together to network and learn and to do trade.

Speaking exclusively to Adgully, Rammohan Sundaram, Event Chairman at Ad:tech India and Founder, CEO & Managing Director at Networkplay Media Pvt Ltd spoke elaborately on the event that is to take place in April 2011.

"There's been a lot of efforts around digital events to ensure that there's education and evangelization with several brands in the country but none of those have actually enabled brand dollars to come online. So what enables such trigger points are largely events that could deliver a lot of value to an audience which is from the trade side. And for that you need to have extremely smart content and superb keynote deliverables and a format that is Ad:tech," Sundaram stressed.

Ad:tech has provided professionals in the media and marketing space with tools and techniques that is required to revolutionize the digital world further for over ten years.

Successful in four different continents across seven different countries in ten locations, the established brand has a lot of eminent speakers, workshops and exhibitors making it an ideal stop for digital marketers from all over.

"Ad:tech is a brand owned by DMG which is part of the daily mail and telegraph. It is a joint venture. We are equal partners for this event in India," Sundaram said commenting on the partnership between Networkplay and Ad:tech

Ad:tech is an important event in this particular format as not all brands have a clear vision as to how they want to use their brands in the internet. "People still don't believe that internet can deliver brand solutions. It is critical to have experienced people coming in. These speakers will let the Indian market know as to how they benefitted from the Internet. There will be lot of case studies from traditional marketers and key note speakers. A lot of learning will enable traditional marketers how they need to work in the online media," Sundaram further added.

Ad:tech differs from other shows of the same genre because of the format. Not many have the access to the right people. Sundaram then said, "Expo enables that. We are going to promote Indian heroes for which we need innovative topics around it. So we created something called Marketing Masters. We are going to get 6 smart top end CMOs of traditional brands like Wasim from Coke, Karthik Jain from ICICI Lombard, Jason Scott from Microsoft and the like. There will also be a sponsored workshop where companies present their credentials and capabilities to various CMOs and CFOS who will part of the forum as audience."

There are multiple opportunities that exist in terms of association that Ad:tech offers. There are various tracks that have been made sponsored. There are sponsorships available on categories like Gold, Bronze and Silver. And the Expo will offer opportunities in terms of networking and learning about the scope of the internet. "For brands it is profitable simply because the kind of audience we will deliver and associating with such an event is not an opportunity most people in the medium get. There is an automatic pull towards the brand and at the same time there is a massive push in the market," Sundaram further said.

The advertisers' responses have been very positive. The platinum sponsors for this event is Rediff.com. The gold sponsor is Vivaki and there are plans to sign up two more sponsors in this category. The silver sponsor is Indiatimes.com. In bronze, there are Ozone media, MSN, Yahoo, SapienNitro and a whole lot of other associate sponsors.

Speaking on the promotion activities for this event, Sundaram said, "We are a company that is very trade focus. We don't believe in the traditional route of marketing. There is a lot of marketing on the social side of it like Facebook, Twitter and Linkedin. There are continuous updates that happen about the event through the social space. There is a bunch of alliances placed in media. There are a couple of promotional strategies done in the print side. This will enable people to know more about this event."

Sundaram further commented on how an event in this scale will not run smoothly in Mumbai because of factors like traffic and management. Further to that, most successful digital brands were headed from Delhi and also with plans to get a senior official from the Government, Delhi was the obvious choice for Ad:tech, Sundaram said. | By Janees Antoo [janees(at)adgully.com]

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