The Whole World is Waiting for Things to Restart, Says Debangshu Dasgupta of Straight Line Solutions

by  Mugdha Gaonkar Industry Watch | December 29, 2020 | Interview

Debangshu Dasgupta Straight Line Solutions Pvt. Ltd RSH Global Berger Paints Double Bull Cement

Straight Line Solutions is a leading events and experiential marketing company headquartered out of East India. From creating a chroma studio to hiring more talent for its creative division and designing customized concepts to give clients focused results helped the organization diversify its business during these challenging times.

In an exclusive interview with EVENTFAQS Media, Debangshu Dasgupta, Director, Straight Line Solutions Pvt. Ltd, shares insights on growth in the events and activations space, his recent work, future plans and more.

The industry is teeming with virtual events; how and by when do you see growth in the physical events and activations space?

Let us first understand that virtual or hybrid events are not an alternative to physical events and activation. These formats are simply bridging the gap created in these unprecedented times. Virtual events are temporary solutions for both event managers as well as hosts, since they are able to keep the TG engaged. Replacing the emotion of a physical meet is difficult and the whole world is waiting for things to restart. State governments are coming ahead and slowly easing out things in a controlled manner; as a result, some parts of the country have seen safe events. Marriages, corporate shows, etc., are happening with a Government-approved crowd limit and we can hope to see an increase in numbers with the vaccine coming in. Activations, on the other hand, can be modified to limit audience gathering and can be done more scientifically to gain results. Implementing safety protocols set by local authorities and EEMA can help in executing activations with ease. While safe events and activations have been opened more or less across the whole country, we will still need to give it another six to eight months to see how things are moving.

In terms of the revenue model, will virtual or hybrid events be more feasible as live events are restricted to limited number of attendees? Do you think digital events have a wider reach today?

The pandemic has not only affected the events industry, it has hit the corporates as well, thereby creating a revenue shortage on both fronts. Virtual or hybrid events are definitely less expensive compared to a live show and currently they are acting as a cost-effective medium to meet current challenges. The point is not being feasible, rather it is more on the lines of sustainable option to maintain continuity. Besides the human touch, virtual events are able to cater to every single requirement across geographies.

Please share some examples of work done for clients at Straight Line Worldwide that provided innovative solutions in spite of the COVID-19 situation - say over the last 8-9 months?

Straight Line has been working very closely for its key clients on both physical as well as digital grounds. To name a few events which have impacted the clients’ business in a large way are:

-At the time of lockdown, Straight Line executed a simple yet effected activation for RSH Global. While the entire country was thinking about frontline warriors, RSH Global was the only organization which thought about sex workers and transgenders. Both these segments of people were suffering immensely and someone had to help them. RSH Global took the initiative of reaching out to this class and provide them with every possible COVID protective elements like sanitizers, masks, gloves, etc. Straight Line took the support of local authorities and NGOs to go right up to their doorstep and distribute these items. Our team wore PPE kits for almost 12 hours and made the distribution possible in two days.

- Straight Line designed the most innovative and consumer-friendly campaign for Berger Paints during Durga Puja, wherein we created multiple platforms in the digital space to allow citizens to enjoy the spirit of the festivities from the comfort of their homes. This is probably the first time that Durga Puja celebrations were restricted in West Bengal, as people were not allowed to visit Puja pandals. From virtual pandal visits in 360-degree viewing format to witnessing and participating in key rituals of the festivities from home – these were the highlight of our campaign. We changed a decade-old format which was more into Puja competitions to standing by each Puja pandal in these difficult times.

- We designed the most engaging content for clients like Double Bull Cement and Berger Paints when they wanted to reach out to the TG of masons, painters, fabricators, etc. The format became so popular that it has been continuing till date. Virtual events were given a complete facelift for this and the initiative gained huge respect from the TG. We were able to reach out to more than 5,000 masons, painters, dealers and fabricators spread across the country and they enjoyed themselves thoroughly too.

What are the initiatives that you have on hand for the near future? 

Straight Line has been working with its esteemed partners in developing cutting edge platforms and technology which can help clients operate on the digital platform with more accuracy. While continuing to service the requirements of our core clients, we are planning to execute not one but two back-to-back award shows during the lockdown. We are also working closely with our international partners to create IPs which can promote the tourism opportunity at both ends.

What do you look forward to in 2021? How will the industry perform?

I think 2021 is a very promising year and we can expect things to bounce back from the second half of the year. With backlogs in MICE, live musical shows, award shows, etc, the business will gain momentum as soon as these businesses start. While business will not be a challenge, the major area of concern in the coming year would be fund rationing. New strategies and innovative solutions will play a major part in driving the business. The industry will definitely bounce back and a lot of backlog will be cleared, which is a positive thing we can look forward to in 2021.