2. • The Indian connection of magic
• Mayong, Assam
• Sorcar family, Kolkata
• South Indian magicians
• Pan-India, cross cultural
Design a cross-cultural, pan-Indian festival
that draws from cultural heritage across India and
market it to a country of choice
THE
IDEA
Come
In
India,
magic
has
evolved
THE
CHALLENGE
Mithya | A three-day magic-festival set in Delhi
celebratetheMagicin India
Parlour magic
Contemporary
Street magic
Indian
Magic
Snake
charmers?
Elephants?
New
magicians?
Also,
international
magicians
invited to
perform at
the festival
3. Leverage the heritage of
magic across Indian cultures
and the essence of
mysticism associated with
India, Indian folklore and its
far-spread cultures..
bring together
magicians from all the
cultures of India across
geographies + new
magicians and also
international
performers
…via online campaigns
and crowdsourcing –
given the internet and
mobile penetration of
these countries,
particularly, Canada
…and attract people from
countries like Canada
which have a rich heritage
of magic + already have a
lot of people travelling to
India..
THE
COUNTRY
Canada
Rich heritage of magic
Indian
diaspora
Most tourists from
Canada travel in North
India
5th largest number of tourists
to India from Canada
4. HOW DO WE REACH THEM?
Our target is the tourist – Canadian - who comes to India for leisure and escape
He/She has been brought up around the folklore and magic-rich culture of Canada
Also, other tourists in India who are there in other places but not at the festival
We target our customers in two complimentary ways
• Online – when they are away
• On-ground – when they arrive
AND WHO ARE WE TARGETING, AGAIN?
AND NOW, BACK TO THE HOW
On-line On-ground
Online channels
Promotionals on Youtube
The ‘mobile’ way
Entice with contests
Exclusive campaigns
Peek into the festival
Call the
tourist from
abroad to
the festival
Call the
tourist from
other tourist
places in
India to the
festival
OOH displays
Ads@Tourist hubs
QR-code campaign
Entice with contests
5. Pocket Magician |
• A mobile app
• Targeted at young people
• Helps learn magic tricks on the move
• Also, info on the festival
• Appetizer for the visit
HOW DO WE TALK TO THEM?
| Mithya Magic League
• Online game
• Interactive
• Social media integrated
• Leaderboard etc.
• Generate Buzz through
social media sharing
The Mithya Journey |
A virtual tour of the festival with
interactive features like trivia, things
to do and a market place assessment
of the event and areas around it
The QR.code Campaign |
• This campaign will enable tourists who are in
India, to come to the festival
• QR codes in other tourist destinations of India
will be available to people
• In places where tourists frequent – cafes,
restaurants, lounges etc.
• People can click the QR codes and find what
they have won
• Prizes / gifts will include offers in restaurants,
hotel-stays, jewelry purchases etc
Mobile, Internet
Mobile, Internet
Mobile, On-ground Internet
6. • The 'magic' street re-imagined
• Dilli Haat will be transformed
into a 'magic' street
• Ideal platform for budding street
magicians to showcase their art
to a willing and curious audience
AND WHAT HAPPENS AT THE FESTIVAL, AGAIN?
Day I
• Star magicians will set their acts to music
by A.R.Rahman or other music composers
• The biggest acts will be split between
the first and last day
Grand Inauguration
| Magic | Music | Children
• A session on parlour magic - the Indian tradition
• Presented by families that have practised magic for
generations - like the Sarkar family of Kolkata
• Indian themed magic show - bringing to the fore the core
elements of Indian mysticism.
Parlour magic
• Child artists/magicians
• Magic lessons for children
• Great draw for families
to bring their kids along on a Friday night.
Street magic Magic for children
7. • Challenge for all visitors
• Visit, learn a trick in half an hour
• Can you pass off for a magician?
AND WHAT HAPPENS AT THE FESTIVAL, AGAIN?
Day II
• 3-4 hour magic learning session for adults
• Ranging from card tricks to parlour tricks
• Hosted by one of the key performers for the festival
Never too late
| Magic and the Mind
• Magic has changed
• Shift from parlour magic to magic of the mind
• Mind tricks to hypnosis
• Featuring more international artists than Indian
Mind tricks
• More magic stalls
• Cultural events
• Food
• Games and performances
Spot the phoney Plus…
8. • Death defying stunts
• Best illusionists from India and around
the world
• This will feature Indo-international
collaborations
AND WHAT HAPPENS AT THE FESTIVAL, AGAIN?
Day III
The best of
parlour magic
from all around
the world
Best
of the
best
| Grand magical splendour
• To get the 'costume-party' culture going in
India
• ‘Magic' theme-based party where people can
dress up as anything
• Everything in the party will revolve around
magic
• Extending the scope of a magic, 'magical'
bands, dishes - you name it, we have it
• A comic-con simulation, but for magic
Grand finale
Magic
bash