Vodafone thanks retailers with ‘Superstar Melas’ in the MPCG region

by EVENTFAQS Bureau | Marketing | July 22, 2014 | News

The event was executed by U&I Resources, which has been handling events for Vodafone for the past 12 years. The agency's role was to create infrastructure for the event, take care of the logistics operation, manage mall tie-ups, handle entertainment activities, etc.

The theme of the mela was centered around the ‘Loyalty Program' which Vodafone conducts for its high-end retailers and channel partners every year. A retailer is provided with a coupon in exchange for the reward points earned against the sales achieved in a scheme period of three months. These coupons gained by the retailers are then redeemed in selected outlets on the day of the event.

The event saw around 7500 retailers across the five cities. Each city saw a mall being hired where its infrastructure was decorated, including the welcome gate, stage, gaming zone, demo zone, food zone, coupon distribution counters, etc.

The event began in the morning with entertainment and shopping activities for retailers and their families such as photo booth, tattoo and mehendi stalls, along with gaming zones (PS2/PS3) and mini golf. Retailers and their families were also provided snacks at the food counter. The anchor then engaged the crowd with various games and activities on the main stage. The reward and recognition session saw top retailers and distributors being rewarded with trophies and certificates, while one was even awarded a Honda Activa.

Commenting on the execution of the event, Sandeep Modi, Director, U&I Resources, said: "Executing this event for the fifth time in a row, the biggest challenge faced in execution was the logistics and overnight production for setting up mall branding along with other setups in just six hours."