v

ASSOCIATE
SPONSOR
PROPOSAL

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Should you invest in a fashion & lifestyle property?

OPPORTUNITY FOR BRANDS?

A high quality fashion property
can boost aspirational value of
your brand through style, glamour, couture,
celebrities and parties - JWT research.

Brands that are

aspirational win
loyalty, premium and
appeal
- JWT research

Younger
demographics and
an aspirational
attitude is defining the
future for brands in the
Indian market
- Forbes

INTRODUCTION TO LFW

A
Indias most

Aspirational &
glamorous fashion and
lifestyle event.

Brings together over 90 leading Indian

designers, VIPs, celebrities, sponsors and over 20,000 unique
visitors from diverse fields over 5 days of the event.

Jointly organized by Lakm,

the No.1 cosmetics and beauty services brand in
India and IMG Reliance, the global leader in
sports and entertainment event marketing and
management.

Targets the fashion elite along with

millions of fans and followers of fashion alike,
nationally and globally.

Held twice a year

(March & August) at the
Grand Hyatt hotel in Mumbai.

WHAT HAPPENS AT LFW?

A
Premium Designer Shows
New Designer Shows at Talent Box
Designer Exhibition
Designer Previews
Fashion/Art/Conceptual Installations &
Exhibits
Workshops/Seminars with Experts
Parties & Cocktails
Charity & CSR initiatives
Sessions on Make up & Styling
Press Conferences
Venue Information
Grand Hyatt Mumbai is one of
the preferred luxury 5 star
hotels in Mumbai and is
situated conveniently in city
center with close proximity to
the Mumbai airports, key
business and entertainment
districts in Mumbai.

SHOWCASING
ICONIC
INDIAN FASHION
LFW ICONIC
DESIGNERS

To The World

A
MANISH MALHOTRA

MALINI RAMANI

NAEEM KHAN

SHANTANU & NIKHIL

ROHIT BAL

ARJUN KHANNA

RITU KUMAR

VIKRAM PHADNIS

SABYASACHI

NAMRATA JOSHIPURA

ANAMIKA KHANNA

RAJESH PRATAP SINGH

ANITA DONGRE

WENDELL RODERICKS

TARUN TAHILIANI

NEETA LULLA

MANISH ARORA

TALENT BOX AT Lakm FASHION WEEK

A HUB FOR YOUNG,

INDEPENDENT AND
CREATIVE TALENT

vibrant alternative showspace at LFW

STRONG presence of celebrities/vips/influencers

STAGE ONE Cultural hub at Lakm Fashion Week

Fashion Installation
by artist Sayantan
Halder & Amrita
Bagchi

Make up Master Class with expert

Friday Funda discussion by Parmesh

Navin Nischol & celebrity Sarah

Shahani & Vogue editor Bandana Tewari

Jane Dia

Tata Nano
Awesomeness caf

with actress Pallavi

Sharda & designer
Nikhil Thampi

StyleCracker Styling Event with

Jacqueline Fernandes & Nishka Lulla

WHY LFW?
Gateway To An Aspirational Marketing Opportunity
Ideal platform for brands targeting

young, aspirational,
stylish, tech savvy &
style conscious
demographic

Brand awareness and equity through iconic celebrity

designers

Brand association with one of Asias truly premium and

glamorous events

Reach the aspirational & affluent consumer

Digital Reach: >1 mn

Showcase new product launches OR Sample

Ground reach:
>20,000 visitors

Drive brand cach through upscale lifestyle events

Attract comprehensive fashion, business and

LFW
REACHMedia reach:

>4 mn through TV,

Print, Radio & OOH

product/brand with new consumers

entertainment press

Global experience through IMG -New York, London,

Australia, Miami, Berlin, Moscow

Lakm FASHION WEEK- TESTIMONIALS

Recently held LFW had plenty to

take inspiration from
Vinod Nair, Fashion Director,
Hindustan Times

Lakm Fashion Week

culminates on a grand note
Times Of India

Indias premier fashion trade

event has once again put Mumbai
on the global fashion map
Channel News Asia

Over 50 show stoppers at Lakm

Fashion Week Garima Sharma,
Bombay Times

Lakm Fashion Week concluded

on a high note
Namrata Zakaria, Indian Express

Fashion and Social issues

merge in India
Mayu Saini, WWD International

Lakm Fashion Week

Winter/Festive gave all fashion
lovers a renewed sense of
purpose in life.
The Hindu, 3rd September 2013

LFW is a platform where you

introduce yourself to the world.

Marissa Bronfman, Huffingtonpost.com

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+

LFW
ADVISORY
BOARD

A
Narendra Kumar
Designer
Alka Nishar
Owner AZA
Nishat Fatima-Editor,
Harpers Bazaar

Sabyasachi
Designer

THE LFW BOARD

IS COMPRISED
OF KEY
DECISION
MAKERS, VIPS
AND
INFLUENCERS
across all facets of
the fashion
industry

Pradeep Hirani
Kimaya Owner
Manish Malhotra
Designer

Dr. Darlie Koshy

DG&CEO IAM&ATDC

Purnima Lamba

Anamika Khanna
Designer

Saket Dhankar
Head of Fashion -IMGR

Head Innovation- Lakm

Sangita Kathiwada
Owner, Melange
Rohit Bal
Designer
Mehernaaz Dhondy
Editor, Grazia
Anita Dongre
Designer

Namrata Zakaria
Columnist
Priya Tanna
Editor, Vogue

Gaurav Mahajan
COO Westside

Aishwarya S
Nishat
Editor,Fatima-Editor,
Elle.
Harpers Bazaar

IMG AN UNMATCHED ROSTER OF

GLOBAL FASHION EVENTS
IMG
provides an
access to a
world of
fashion

Over 25 events each year showcasing 600+ fashion shows by the worlds best designers
and attracting more than 1.1 million fashion and style editors, retailers, celebrities, style
setters, industry professionals and more

WHO ATTENDS LFW ?

A

Key Influencers and Socialites in the

fashion/lifestyle arena

Established and High Potential Indian &

International Designers

Indian & International Students of Textile, Apparel &

Fashion

Retail Entrepreneurs & Buyers from India and

around the world

Celebrities from diverse fields

VIPs including HNIs & UHNWs from Mumbai, Delhi,

Bangalore, Kolkata & Pan India

Established Personalities from the field of

fashion/art/culture/business/films/music/society

Prominent Writers, Photographers & TV crews from

Domestic and International Media

Key Editors from Prestigious Fashion & Lifestyle

Media

Lakm FASHION WEEKTHE ASPIRATIONAL

IMAGE OF
Indian Fashion

UPSCALE EVENTS
CELEBRITIES
ICONIC DESIGNERS
COMBINATION OF GLAMOUR & STYLE
HIGH END EXPERIENCES

INTERNATIONAL FASHION CELEBS AT LFW

CHRISTOPHER
KANE

BIBHU
MOHAPATRA

NAEEM
KHAN

NAOMI
CAMPBELL

AGGRESSIVE EVENT MARKETING PLAN

Communication is around defining the future

of fashion. All Event Communication carries
Sponsor Strip

5 Episodes of 30 minutes each with 5 repeats

on a Lifestyle TV Channel with integrated
Sponsor Capsules
3 Inserts in Leading Newspapers in All 4
Metros in the Lifestyle and Entertainment
section
Trend Report in a Popular National Magazines
Femina, Grazia
Daily Event Schedule in Bombay Times with
sponsor logos
Aggressive OOH Campaign in city of Mumbai
for a period of 15 days

Radio Partner in City of Mumbai

LFW: PR PLAN
Aggressive Event PR
Plan
worth Rs 70 Crore*
More than 1200 Clips in leading newspapers and
Magazines of India
Over 25 Hours of Electronic Coverage on Leading TV
Channels

* on negotiated card rate multiplied by editorial factor

More than 400 Media invited

and accredited for the
event
Media Attendees include
Prestigious Titles:

Vogue Bandana Tewari

Femina Tanya Chaitanya

GQ Che Kurien

Harpers Bazaar Nishat Fatima

Hindustan Times Vinod Nair

DNA Sarita Tanwar

Mid day

Bombay Times Garima Sharma

Economic Times - Nimisha Tiwari

Telegraph Shraddha Agarwal

Indian Express- Namrata Zakaria

GENERATE MAXIMUM
MEDIA MILEAGE
THROUGH
ASSOCIATION WITH
LFW
LFW generates detailed write
ups & images in leading Indian
newspapers & magazines

EXTENSIVE
DIGITAL
FOOTPRINT
LFW SOCIAL MEDIA
ENGAGEMENT

A
2.8 Lakh
Followers

6.6 Lakh Views

1,770
Subscribers
600+ Videos

2.4 Lakh
Followers

First Google Hangout by a

Fashion Designer Manish
Malhotra
5000 viewers tuned in to
watch LFW shows LIVE
Front Row to Bloggers and
Endorsed Street Style/
Backstage Blogs

16500
Followers
Portals &Blogs
1,600
Mentions
Website
4000
Followers

August 2013 Data

Hits 6.1 Lakh
No. of Visits 55,000
Unique Visitors
35,000

AN EXCLUSIVE MEDIA CHANNEL

LFW
TV

Of Lakm Fashion Week

Social media driven reaches out to thousands of fashion fans

& followers through youtube

Captures Glamour

TREND UPDATES
Backstage happenings

Celebrity
sightings &
designer

BRAND INTEGRATION

Leverage LFW Association

& Unlock The Aspirational
Value
Case study: Reliance Trends

OPTIMISE BRAND VISIBILITY

CREATE INFLUENTIAL BRAND PERCEPTION
HEIGHTEN BRAND EQUITY
ATTAIN STYLE & GLAMOUR EDGE
BOOST ROI IN MEDIA INVESTMENTS

AUG 2013

ASSOCIATE
SPONSOR:
RIGHTS &
BENEFITS

Associate Sponsor:
Rights & Benefits

Associate sponsor designation at

Lakm Fashion Week

RIGHT TO BE A PART OF THE COMPOSITE

LOGO - The Sponsor logo would be 50% of
the Lakm logo.

Logo presence on all collaterals,

communication, event branding and

marketing including the campaigns done
by the other partners of LFW

Prominent brand visibility in all 50 Shows

at LFW including all on ground events &
media

Composite Event Logo

DAY 1 PRIME TIME

SHOW WITH A
LEADING DESIGNER

Prime Time Slot on

Day 1 of LFW

Designer
Collaboration &
Sponsor Show

EXTENDING DESIGNER COLLABORATIONS

PONDS GOLD RADIANCE WITH

VIKRAM PHADNIS

LIVA launched a collection with

Anita Dongre through an LFW
collaboration

Sponsor could extend the designer collaboration beyond the Fashion Week to launch
a range of products/accessories, etc. in association with the designer
**Designer collaboration would be a separate commercial agreement between brand and designer

PRE-FUNCTION COCKTAILS AND RED CARPET

Case study: Reliance Trends

EXCLUSIVE
PRE-FUNCTION

COCKTAILS AND RED CARPET

EXCLUSIVE BRAND
Sponsor
the right to a special pre-function
PRESShas
CONFERENCE
cocktails
celebrities
including
a
Brand haswith
the guests
right toand
an special
press
conference
red
carpet
shoot about their new product launches
to talk
to media

MEDIA INTERACTION

EXCLUSIVE Tanishq
PRESS CONFERENCE
Brand has the right to an special press conference
to talk to media about their new product launches.
Option to invite trade specific media as well.

v
+

Designer
Driven PR

The designer would act as the spokesperson for

the brand for the period of the LFW contract
Opportunity for sponsor to drive PR around the
designer association through a press conference,
media interactions etc.
Sponsor could ahead with a series a events
across India with the designer such as previews
in each city with the finale at LFW

(**This would be depend on commercial arrangement with

designer)

PRODUCT LAUNCH AT LFW

A product launch or a launch of a new collection at Lakm Fashion Week with the
designer and a celebrity (brand ambassador)
Done successfully in the past by various brands (Launch of new packaging of

Himalaya Drinking Water shown above)

RIGHTS TO HOST THE OPENING PARTY

The official first party

of the season
that combines:

Glamour FASHION

One of the Most Sought After Events in the Fashion Industry.

Celebrities
& Socialites

Branding Opportunity at Venue:

Red carpet backdrop
DJ Console
LCD Screens
Bar area

By Invitation Only Event

MAIN
VIP
LOUNGE

The main exclusive

brand experience
lounge area in
Grand Hyatt to host
celebrities, guests
and customers
before & after shows
at LFW
By invite only lounge

BRAND VISIBILITY AT
VENUE
(2 stalls) to showcase latest product to LFW
guests
A mock shop set up can give potential
customers a feel of the brand experience

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+

LFW
ACCESS &
HOSPITALITY

Reserved seats for every show

Access to LFW VIP hospitality lounge
Reserved seats for Sponsor Show
Invitations to Official LFW Parties and Events

Rights to use and develop content for

promotions

Usage of show
footage,
celebrity
quotes,
interviews, etc.
to develop
promotional

v
+

ASSOCIATE SPONSOR
MEDIA VALUE

ASSOCIATE SPONSOR MEDIA MILEAGE

Media exposure
through
comprehensive LFW
Media exposure
marketing plan

Media exposure
through PR
coverage of LFW
across media

through
comprehensive
LFW marketing
plan

Mediaexposure
exposure
Media
through marketing
through marketing
spends by other
spends
by other
partners
of LFW
partners of LFW

EXCLUSIVE TV SLOT

TELEVISION
Exclusive TV content on 5 episodes in the TV partner PLUS
ONE DEDICATED SHOW of 30 MIN ONLY FOR ASSOCIATE PARTNER

PRINT AND OUTDOOR

TELEVISION
Exclusive TV content on 5 episodes in the TV partner PLUS

PRINT - ONE
NEWSPAPER
DEDICATED SHOW of 30 MIN ONLY FOR ASSOCIATE PARTNER
8 inserts (across metro editions of the entertainment supplement BT, etc.)

One exclusive Medianet insert in partner newspaper for Associate Sponsor

Schedule of event in Bombay Times for all 5 days of event with Composite Logo

PRINT - MAGAZINE
Event booklet inserted in top fashion magazine with 1 page ad of Associate partner

OUTDOOR
10 hoardings of event ads across strategic locations in Mumbai for a period of 15 days

2 EXCLUSIVE HOARDINGS FOR ASSOCIATE PARTNER AD (related to LFW)

SPENDS BY OTHER PARTNERS

RELIANCE TRENDS:
PRINT - NEWSPAPER
Over 2 cr. of marketing spend including 5 front page cover ads in Times of India
(containing event Composite Logo)
PRINT MAGAZINES
Over 3 cr. worth of marketing spend in leading magazines through innovative ads related
to association with LFW containing the Event Composite Logo

With close to 12-15 partners every season, the event Composite Logo gains
tremendous exposure across media through partner advertisements strengthening
the Associate Partners partnership with LFW

COMPOSITE LOGO EXPOSURE THROUGH

PR COVERAGE
ELECTRONIC MEDIA
At least 15 hours of logo visibility through PR gained for the event across various channels
(entertainment, fashion, news, etc.)

PRINT - NEWSPAPER
LFW gains print exposure in excess of Rs. 70 cr. every season. With prominent exposure of
the composite logo through pictures of event carried in all newspapers across the country
gives exposure worth more than Rs. 10 cr. to the Associate Partner

EVALUATION MARKETING PLAN

Marketing
TV Partnership
5 episodes - 30 Minutes each
30 minute dedicated episode for Sponsor
Event Promos
Print
Newspaper
Lakm/Event Ads
8 inserts in Times of India
LFW Schedule - Bombay Times 5 days
Partner Ads
Example - Reliance Trends
Magazine
Lakm/Event
LFW Trend Booklet
Partner Ads
Reliance Trends
Outdoor
Lakm/Event Ads
2 dedicated hoardings
8 additional hoardings
Partner Ads
Reliance Trends
Total Marketing

Total Value (in crores)

Relevant Value (in crores)

for Associate Partner

0.25
0.1

0.05
0.1

15 min within episodes + CL

Content + airtime
Use of composite event logo

0.3

0.1
0.05

Composite Event logo + Logo in logo strip

Composite Event Logo

0.75

Composite Event logo

0.05

0.03

Composite Event logo + full page ad

0.5

Composite Event logo

0.04
0.2

0.04
0.05

Composite Event logo + Sponsor ad

Composite Event logo

0.5

0.125

Composite Event logo

6.44

1.80

Comments

EVALUATION PR EXPOSURE

PR Value
Newspaper

70

4.648

TV

0.77

0.045

Total PR Value

70.77

4.69

PR Value Calculations Guide

Newspaper

Articles
Pictures

Newspaper

Articles
Pictures

TV

News
Lifestyle

TV

News
Lifestyle

Area %
60%
40%
Gross AVE
0.42
11.2
Duration
2 hours
10 hours
AVE
0.0162
0.0288

Net Media Value for Associate partner based

on Negotiated Rate Card
Composite Event logo

Relavance%
1%
40%
Net AVE
0.168
4.48
Relavance%
20%
40%

ASSOCIATE SPONSOR: Rights & Benefits

Brand visibility and stature

Hospitality for guests

Designer collaboration and

Impactful product

sponsor show

display

Exposure through

Extensive content for

Comprehensive marketing plan

and PR coverage of event
Opening party naming rights

leveraging

VIP lounge

Event Sponsorship Partners

Onspon Services Pvt. Ltd.

(www.onspon.com)

6/30/2014

43

About Onspon The sponsorship partners

Onspon : In two words, its Sponsorship Simplified.

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and evaluate best sponsorship avenues for brands to partner
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Evaluate the best avenues to sponsor now - from IPL to College
Fests / From Award shows to EDM concerts / From Mumbai to
Imphal / From 100 CEO participants to 10L college crowd going
berserk - If its worth sponsoring - its with us !!

Other premium Events with Onspon

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2014

*Logos used for representation purposes only.

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