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IMG plans to be complete event marketing firm in spread plan

Parul Gupta in New Delhi

IMG is diversifying in India in a bid to become a complete event marketing company with an increased focus on fashion and entertainment.

In fact, after the success of its Fashion Week which is an event where the designers showcase their products, the company is planning to have another fashion event weaved around the models this time. The new event is likely to be in place by the end of this year.

"We're going to out more focus on fashion now since the medium needs no language. Also, since it is a visual medium, everybody can relate to it and there is something in it for everybody," IMG managing director (India & south Asia) Ravi Krishnan said. He, however, refused to divulge any further infomation on the event.

He said that the company would be leveraging on the strengths of its international division - IMG Models - to create a niche for its new event.

Internationally, IMG Models is one of the top model management firm. It has over 70 clients including Gisele Bundchen, Tyra Banks, Angela Lindvall, Bridget Hall, Shalom Harlow and Heidi Klum.

The company has also taken Bridal Asia - Asia's biggest exposition for bridal finery and accessories - in its fold this year and is also planning to expand it from Delhi to other metros as well. The fair would be taken to Mumbai, Bangalore and Kolkata early next year.

IMG has been working with Services International to restructure and commercialise the event.

While organising sponsorships, IMG develops marketing solutions for clients that add value to the sponsor and deliver long term solutions that help implement their marketing strategies.

IMG has also roped in Sunsilk as the sponsor for the event. Krishnan said that the move will help widen the scope of the fair since marriages are important to people everywhere.

Krishnan said that Sunsilk is the ideal partner for such an event given the synergies with beauty, hair care and the rub off with fashion and an aspirational lifestyle.

The company entered India seven years ago and is responsible for some of the large scale events that have been organised in India in sports and lifestyle.

Major IMG events include The Sahara Cup, Tata Open, Royal Challenge Indian Open Golf, Royal Challenge Grand Prix, Colorplus National Bowling Championships and the Lakme India Fashion Week.

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