Ogilvy explores Kerala

Ogilvy, the global marketing communications company, conducted its regional conference for the Asia-Pacific region in the South Indian city of Kochi. The executives not only attended the network's conference in its traditional way by highlighting Ogilvy's 'in our blood'theme, but they also got the flavour of the locale, blending various themes within the four-day itinerary. The flavour came in the form of a sevencourse meal served by waiters in British Raj uniforms, fireworks and much more. The Ogilvy team in India had an arduous task at hand as one of the senior executives handpicked the venue, based on his personal experience, for the conference. Krishna Mohan, president of Ogilvy and Mather's general management in Chennai, says: "Miles Young, chairman of the Asia-Pacific region, had visited Kerala on a personal trip a couple of years ago and was fascinated with its natural beauty, culture, heritage and food. "So it was decided to hold the regional Asia-Pacific conference in Kochi. The meeting is held every two years and attended by senior management across all disciplines." Ogilvy hosted180 delegates, who arrived from Hong Kong, Singapore, China, Indonesia, Thailand, Japan, Korea, Vietnam, Australia, Pakistan, Bangladesh and Sri Lanka, among other countries. On choosing the hotels, Mohan says: "Very clearly, only the best of the best that this country could offer. In every respect, from rooms, the conference facilities to the entertainment and transport, Taj Malabar lived up to this superbly. And Marvel Tours, the event managers for the conference, were superlative, especially Sejoe, managing director of Marvel tours. It was an extraordinary performance from both Taj Malabar and Marvel tours." Red theme Ogilvy's trademark red theme was highlighted in every possible manner. Delegates were welcomed with a large banner saying: 'Welcome to the airport for the Ogilvy Conference'. "Then there were several teasing messages based on Ogilvy's blood theme. For example, during the one-hour journey from the airport to the hotels, there were several hoardings saying 'It's in our blood', which delegates got to see upon their arrival. "There were signboards from the Cochin Airport leading into the Taj Malabar Hotel, backlit signs at the hotel and stand-up banners across the lobby and help desks. "The banners and boards present at various locations including the conference venue in Taj had a red background with messages in black fonts such as 'Red, Fresh, New, Life'," says Mohan. The various divisions of Ogilvy were stationed in different hotels. "We have several divisions like Ogilvy PR, Ogilvy Advertising and Ogilvy One among others," says Mohan. While Trident and Casino were nearby, Taj Residency and Méridien were around 15 minutes' drive away. The Taj Malabar hosted the main conference — the Blood Conference, for the majority of the period, with 200 people. The satellite conferences had up to 50 people each. There was special menu for breakfast, lunch and dinner and specially designed menu cards and authentic Keralan cuisine. "We didn't want to load our foreign delegates with too much Keralan food," says Mohan. "So, the menu was a mix of Chinese, European and even Thai. All the meals, other than breakfast, were taken together." Different venues Adifferent venue was used for each night to offer a different experience of Kerala. The gala opening dinner was held at the Brunton Boat Yard, a superlative property that belongs to the Casino group. Brunton is built on old Portuguese architecture and is steeped in luxury and hospitality. Situated at the Harbour mouth overlooking the busy shipping channel, all rooms have a magnificent view of the sea. "It was a sitdown dinner with a sevencourse meal served in the old British Raj style by an army of uniformed waiters and a fireworks display over the Cochin harbour that took our breath away," Mohan says. The second night was at Gundu Island with Kalari (Keralan martial art) demonstrations, fire eaters and traditional Keralan dancers and costumes. Close to Vypeen, Gundu is the smallest island around Cochin with an area of five acres completely surrounded by coconut trees. On the third afternoon delegates took a train ride from Cochin to Allepy. They then boarded 18 traditional rice boats across the Vambanad lake to a typical Keralan Tharvad house, where they then experienced an evening of Keralan food and entertainment with elephants and KathaKali performance. Ogilvy got special permission from the state railway authorities in Kerala to serve beer on the train. "There is a local drink, made from coconut, which has alcoholic content and is called Toddy," says Mohan. "We didn't want to take a chance with it as we felt it might not suit everyone.