Showtime received the mandate for the event in the wake of a multi-agency pitch process. Percept Hakkuhodo, the advertising agency for Toshiba, appointed Showtime for the event on the strength of various criteria such as the concept, creative rendition of the same, cost, etc. Percept Hakkuhodo facilitated all aspects of the event, right from giving the brief to Showtime to the final execution.

Commenting on their mandate, Sonnal Verma, AVP Client Relations, Showtime Group said: "This is the first time that we have had an opportunity to work with Toshiba. Knowing that Toshiba is very particular about detailing and precision, we had to ensure that our concept detailing and event execution were tight and smart, in keeping with our client's stringent quality standards and eye for detail."

The press event began with Toshiba revealing its new communication theme, ‘That's good thinking', through its new TVC featuring Sachin Tendulkar. This was followed by the screening of the launch AV, after which the new range was revealed. The event ended with Tendulkar addressing the media, followed by a photo-op session.

The dealer event commenced with a welcome by a Toshiba official, followed by a crowd interaction with Navjot Sidhu and Sachin Tendulkar. The new communication and product range were then revealed to the attendees, along with a product presentation by the Toshiba officials and a preview of the new TVC.

A pre-function area was also created, which had a plethora of Toshiba's range of products - TVs, laptops and home appliances - on smart display. This was done through the creation of multi-tiered display systems on the stage. A special demo zone was also created for the guests to get a first-hand feel of Toshiba's product range. This zone also had a glass-free-viewing 3D zone where guests had the chance to experience 3D viewing without the need for 3D glasses. This pre-function area was available for both the afternoon and evening events.