The brand has had a long standing relationship with music, having associated in the past with artists like Foreigner, Jethro Tull, Ustad Amjad Ali Khan, The London Symphony Orchestra, America, Vanessa Mae and Anoushka Shankar, among others. The event was targeted at all music lovers, particularly people between the age of 30 and 40 years. The event engaged 5,000 people in Bangalore and other cities witnessed a full house attendance.
Commenting about their association and the concert, Omer Haider, Managing Director, Showhouse Events said: "The concert was made non-generic by adding sessions of talent such as jugal bandi and a saxophone performance, among others. We are the in-house agency for 100 Pipers."
Promotions were conducted 12 days prior to the concert through advertorials, hoardings, posters, and interaction activities with people in malls and other outlets.
Sponsors for the event were Eros Hilton Hotel in Delhi, and Phillips in Bangalore who benefited through visibility given to them through bill boards, posters, OOH media, print media and other activations. The technical aspects provided for the event was by Reynolds Sound and Lighting Services in Bangalore, Friends of Shiva in Kolkata and Modern Stage Service in Delhi and Mumbai.
Speaking about the event, Bikram Basu, Vice President - Marketing, Pernod Ricard India said: "Shankar - Ehsaan - Loy have changed the way we view Indian cinema through their music. They are brilliant in composition and contemporary with sound. The 100 Pipers four-city tour with them was a winner for audiences."
Commenting on the tour, Shankar Mahadevan said: "It's almost the first time ever that we are embarking on such a grand tour. We are proud to be associated with 100 Pipers, a brand that has partnered with such great music acts before. We performed fresh takes on our numbers - a definitive pure music experience."
There are further plans to take the tour to Tier 2 cities by organising a six to seven city tour.