Asian Paints’ passion for privilege

When leading Indian paint producer Asian Paints wanted to motivate and reward their top 1000 channel partners, it would have been a huge group to move around Europe. But they wanted destinations that would make it the trip of a lifetime so they chose Budapest and Vienna as these cities are filled with royal history and architecture and also home to a legacy of vision and innovation.

It meant the group was unwieldy for these cities so they broke the group into three and participants travelled in three delegations between April 28 and May 12 this year.

The members of the Asian Paints Privilege Club are chosen for achieving their sales targets and rewarded with an incentive trip. Asian Paints’ meeting planners were briefed to create a celebration of success and motivate them to higher performance levels.

The invitation to each participant was made in the form of a ‘light-box’ that glowed when the invitation letter was pulled out. Keeping the theme and objective in mind, they created an experience that would make the members of Asian Paints Privilege Club feel like visionaries.

The trip commenced with arrival at the Hotel Kempinski in Budapest followed by  the welcome dinner laid out in the historic Hungarian Railway Museum. The highlight of this evening was that the guests travelled to the dinner in an exclusive train with historic 100 year-old carriages. At the venue, there were multiple trains, too, that were used for photo opportunities as well as partitions between event areas. The show began with Asian Paints chief operating officer Amit Syngle’s spectacular entry on an historical train along with a group of dancers.

The delegates were entertained and occupied throughout the itinerary with exciting activities and theme dinners planned for every day, including  visits to sight-seeing spots like Heroes Square, Parliament House, Buda Castle and Monastery Vineyard. The fifth and the final day was the gala night. The theme this year was ‘Night of the Future’ and the entire venue was decorated accordingly. There were performances by famous international artists like Ana Yang, who displayed the astonishing ‘bubble act’, and Steven Brundage who is also known as the Rubik Cube Magician. Apart from these acts, there were also performances by the Hormuz Khambata’s Dance Troupe who helped in revealing Asian Paints’ colour of the year – Passion Flower. The highlight of the evening was the talk by Neil Harbisson who is the world’s first official Cyborg.

The participants were entertained with multiple sight-seeing tours including venues like Visegrad Castle where they witnessed an exclusive Knights’ Tournament, a shooting range that was booked exclusively. Upon arrival in Vienna at the Hotel Hilton, they experienced an exclusive tram ride from Schonbrunn Palace to the hotel.

Encompass, the event management company, have developed a strong relationship with Asian Paints over the past 17 years. The Privilege Club Annual Conventions have since been managed by Encompass year on year. Talking about the event, Rohan Patil, associate vice president – (Geometry) Encompass Mumbai, said: “Encompass has always been the preferred agency for Asian Paints events and conventions. The challenge is always to do better than you have done last time. Hence it’s important to curate new and lasting experiences that leave a mark. The 20-odd day trip was definitely a challenge but to see the smile on the faces of clients and dealer partners at the end of the day made it all worth it!”