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'Technology, Content & Virtual Event Managers are the 3 pillars of virtual events' - Vidya Alva, EVP & Business Head, Percept ICE addresses the 'e4m Red Carpet 2020'
19 October, 2020

Vidya Alva, EVP and Business Head, Percept ICE addressed the premiere edition of the e4m Red Carpet Experiential Marketing Summit & Awards Conclave on Saturday 17 October 2020. The discussion - "Fundamentals of Event Technology - Where We Are and What's the Future" focused on areas where the experiential and events marketing industry has incorporated and leveraged a wide range of new age Technology to deal with the restrictions imposed by the Covid-19 pandemic to ensure that companies & brands stay connected with their stakeholders through dynamic and innovative Virtual, Digital and Hybrid events online. Other luminary speakers joining Vidya Alva on the Panel Discussion included Deepak Pawar, MD, Midas Next Media Pvt. Ltd., Nikhil Joshi, Co-Founder, Digital Jalebi, and KJS Gurna, MD, Bellset Entertainment. The session was moderated by Namah Chawla from BW Business World.

In her opening comments, Vidya Alva said, "At Percept ICE, we started with learning technology first. In June we launched our digital division called digitICE which focuses on digital events and activations."

Speaking about event technology, Joshi said that software development is very new terrain for agencies to understand and hence standardisation is required for the same. "Whenever you learn something new there is a learning curve attached to it. The knowledge we have built in the physical events is huge and in figuring out the potential of virtual event it might take another year," he added.

The industry has been quick enough to adapt to the virtual space and at the same time it is working diligently towards enhancing the experience of virtual events. Pawar maintained that for a virtual event to be effective it was important that one is able to keep the audience glued. "One thing that I have pushed across my team is not to do recorded stuff. I tell my team and clients to do real-time events," he added.

The panellists agreed that audience stickiness is a challenge that needs to be addressed while organising virtual events. The content needs to be extremely relevant as virtual events are different from social or community events where engaging with the audience is easier. Speaking about his experience with the virtual event, Joshi said, "The good part about virtual events is that they are backed by analytics which helps both the agencies and the clients." He further remarked that Digital Jalebi is attempting to design more meaningful hybrid events and not just a physical event that has a website tagged along with it. Pawar informed that the government has come with tenders on digital events and the future is of Phygital events. "Any of the events that are done right now are standing on the three pillars of technology, content and virtual event managers," he concluded.

The e4m Red Carpet Experiential Marketing Conference saw top leaders and experts from the experiential marketing world converge to share their insights, knowledge and best practises with peers in the events fraternity. The Conference was followed by the Red Carpet Experiential Marketing Awards 2020 which recognized and honoured quality work produced by agencies in the events and experiential marketing domain.