Exclusive | Geared-up to ride on Bikers' Festival: 70 EMG's Martin da Costa

Martin da Costa, Chief Executive Officer, Seventy EMG arrived in India in 1995 and it was in this year that he established the Seventy Event Media Group which is globally recognized as India's leading expert in luxury and special events planning, representing both Corporates and HNI’s from across the world. Martin is recognized as one of the pioneers of the Luxury Events and Destination Management industry in India. With offices in Mumbai, Delhi and London ,today Seventy EMG has well-established individual business units - Seven Steps Wedding Management Services, The SET Design Services and its Intellectual Properties division, with the ŠKODA Prize being its first IP.

Seventy EMG has established international standards of event design, hospitality management and event logistics management and has played a pivotal role in establishing India as a global destination for high-level special event and destination management expertise. The company is also a member of International Special Events Society, and the International Festivals and Events Society. Martin, in his individual capacity, set up Olive Bar & Kitchen in 2000 along with business partners AD Singh, Henry Tham and wife Saagarika. 

India’s largest Festival planners the SEVENTY Event Media Group, together with the no. 1 Travel and Lifestyle channel FOX Traveller have plans to present the most important Festival of Bikers, Bikes, Music & Mayhem in Indian history. India Bike Week is the greatest congregation of Bikers in India’s history. From Riders to Scramblers, Cruisers to Superbikers, India Bike Week will bring together at least 8,000 fans with the best in Indian and international biking, music and brotherhood. Modeled on the ‘Sturgis Motorcycle rally’ in South Dakota that attracts over 500,000 bikers every year, India Bike Week, celebrates the spirit of the Indian Biker and will be held in Goa on 2nd & 3rd February 2013. India Bike Week is about the brotherhood of Indian Bikers, which intends giving  the best live music and entertainment and showcasing amazing new bikes, products and accessories.

Announcing the launch of ‘India Bike Week’:Martin da Costa, CEO of 70 EMG said that they were excited about creating one of India’s biggest ever Festivals – this time for the amazing brotherhood that is the Bikers of India. India Bike Week is the place to be for hard core bikers, fans of the two wheeler way of living, traveller’s and India’s music and Festival fans. They are already working with hundreds of Bike Clubs in India, as well as international Bikers, brands, customizers, bike and accessory manufacturers and musicians to make it an amazing weekend.

Adgully caught up with Martin da Costa to learn more about the forthcoming Bikers’ Festival, their plans to take it forward , how they thought of partnering with Fox Traveller to celebrate this festival and much more. Following are some of the excerpts of the interview:

This festival is the greatest congregations of Bikers in India’s history. Throwing light  on how Seventy EMG pioneered this design through it’s various events, Martin said, “ 70 EMG is globally recognized as one of India’s largest and most important Festival planners and producers. Responsible for the management of the Kala Ghoda Arts Festival in Mumbai with over 650,000 visitors, the AAAI GoaFest for South Asia’s Advertising community, and Channel V’s Nokia IndiaFest – India’s largest College Festival - 70 EMG has created and managed some of India’s greatest Festival parties over the last decade. 70 EMG has pioneered the development of Festival design in India, and is proud to have created India Bike Week – a Biker’s Festival for Bikers, by Bikers.”

Sharing his  thoughts and views on the genesis and structure of India Bike Week and their plans to take it forward he said that the biker profile today is wildly different from the late 90’s. “The Superbikers, the Ducati dudes, the Japanese speed fans, and the Vintage bike collectors are growing at an incredible rate and when you add in the 80 odd Bike Clubs that we’ve contacted so far, together with the astonishing fact that there’s over 30 bikes on the road per 1,000 Indians, that’s when the spectacular idea of a bikers festival hit us hard and you can agree that we have got something of a winner on our hands here. Basically, IBW will be a ton of fun and a festival which we think will grow and grow in India,” he said with much enthusiasm.

He went on to inform about the different elements one can expect during the festival weekend in Goa.  They are a Vintage Bikes Concours, Superbike & Customization Stages, Stunt Arena, 3 Music Stages, great F&B, MMA Fight Stage, Open Gym, Cigar & Whiskey Club, a non-commercial Bike & Biker Flea Market, Speakers Corner, Biker Journey Cinema, Pimp My Bike & The Fixer Zone, Brand Exhibitor Zone, Men of Steel Parade & Ride of the Heavies (650CC plus bike parade through the center of IBW).

As for their plans of taking it forward, they are hoping to see an exponential increase over the next 3-5 years as the festival matures and develops. In future they also plan to extend the Bike Week concept to other Asian markets but not before the brand has been established over 3 years in the Indian Market.  

Sharing insight on how the thought of partnering with Fox Traveller to celebrate the largest festival of bikes, bikers and music came about Martin said, “ The partnership came about for several reasons. The first of course, is that we share a common passion for Bikes, Bikers and the whole idea of producing a Festival for them. We’re convinced about the market, sure about its growth trajectory, and we both like the idea of giving a focus for the passion and commitment of Indian Bikers. We also think that India Bike Week will grow in multiple directions – as a music festival, as a travel and lifestyle aggregator, as an on ground experience that can be leveraged on air, on ground, online with multiple Festivals – large and small – across India.  The second reason is that we jointly recognize the importance of developing a 360 degree promotional effort – and television is a vital part of that. Thirdly, we’re benefiting hugely from the sales & marketing expertise Fox bring to the table and fourthly, we all get along really very well. The relationship has always been good, and the experience positive and complementary.”

Martin da Costa also elaborated on how they plan to make India Bike Week an annual property for the biker community in India. He explained that the core of India Bike Week is about Bikers and to gather people in a community regardless of what they ride. From Pulsars to Harleys the primary reason to organise IBW is to encourage Bikers to get their hobby motorcycles out to join and meet likeminded people and enjoy this most important festival of bikers, bikes and music. He further added “We plan to make IBW the largest dedicated bike exhibition featuring the very latest in cruisers, custom bikes, sports bikes, off road and accessories & clothing. It will be an essential music destination. And unquestionably this brotherhood that is bikers of India will just mature over the years and will make IBW the greatest congregation of bikers in India’s history.”

Marketing strategies are the most important aspect of any event especially for the IBW festival which is being held on a huge scale.  When asked about the  different strategies that  are being undertaken to make the festival an amazing one in Indian history , Martin da Costa said, “ To start with there is the classic 360 degree marketing blueprint which includes Television, Print, Outdoor and Radio. Also, the Festival will be broadcast on Fox Traveller, National Geographic and promoted across all main English speaking channels and mainlines through press.” Elaborating further he said, “However, our most important strategy is the online / offline collaboration with bikers and the biker community, because it’s their participation that will make this an amazing festival in Indian history. IBW's facebook page [www.facebook.com/indiabikeweek] has hit 26,000 likes in the past 3 weeks - we're looking at 120,000+ by January '13. There is the Chai and Pakoda ride, where India Bike Week is partnering with Helmet Stories and an open to all bikers and pillions meet up with the people behind India Bike Week is being held across the country.”

He also informed about the brunch and beer sessions with biker communities. Most importantly  they are working hard to create a culture similar to the New York and other Marathons as an important part of THE RIDE to IBW. They have named it the 'Men of Steel' Ride to IBW and are asking every Rider that takes part to raise a sponsorship amount (Rs2,500) for Magic Bus. Their intention is to make it into a monster generator of NGO cash and awareness over the next 3-5 years. “We're hoping to get 3,000 riders plus to become Men of Steel, with Celebrity endorsements and involvement etc.” said Martin.

With regard to his foray into this industry and how he views his journey till date Martin informs that he when he arrived in India in 1995, he set about the business of building 70 EMG into a top ten Indian Events and Experiential agency.  Over the last 15 years they have also morphed into becoming one of India’s biggest Festival & IPR promoters at a time when Indians are moving out of their homes and buying tickets for experiential events in record numbers. Proud of their achievements and looking forward to the grand event  Martin da Costa says,  “It has been a good time to be in the Indian experiential business, and its great to have reached the reputation and size we’ve achieved – with offices in Mumbai and Delhi, over 85 employees, and a solid roster of excellent domestic and international clients. So when I look back at 17 years in India, a wonderful Bengali wife, two great kids, and a flourishing 70 EMG Festival & Events business, there is still a special place for that original 40 year old 350cc Enfield I bought in 1996 and the thousands of kilometers she drove – from meeting to meeting and event to event during my early days here. She’s a tough old girl and she laid the germ of a great idea, only now coming to spectacular fruition. She’ll be in Goa for India Bike Week – and I hope you will be too.”