‘We Combine Education With Entertainment For Kids’ - Chandrika Behl, Director, Exhibitions India Group
In an interview with BW Businessworld, Chandrika Behl, Director, Exhibitions India Group, speaks about the event exhibitors, ideology and tie-ups
The most awaited event, Krackerjack Karnival, is back in town with its 10th edition. It is one of the biggest events focused solely on kid and family with more than two lakh visitors in 4 different metros. Not only for the families, at the event, exhibitors get an opportunity to connect with their audience on a one-to-one basis, conduct research and dipstick studies, network and build on their existing database.
Chandrika Behl founded the Krackerjack Karnival in 2012, which has since grown to become India's largest children and family event. With the tag line of shop play learn, the festival provides families a unique and memorable experience while giving exhibitors and sponsors the perfect platform to connect directly with tens of thousands of families.
In an interview with BW Businessworld, Chandrika Behl, Director, Exhibitions India Group, spoke about the event's exhibitors, ideology, tie-ups and more.
What is the motivation behind starting Krackerjack Karnival?
My own experience of feeling the lack of a place where I could spend quality time with my kids in a safe environment inspired me towards creating a platform like Krackerjack Karnival for families to enjoy together.
Before Krackerjack Karnival, there was no forum where kids could spend time with their parents in an ambience which provides ample opportunities to combine fun with learning.
Being a mother of two, it was sad to see kids spending major time in malls or in overcrowded and badly maintained parks. That is when the idea of Krackerjack Karnival was born, here we offer a truly world class experience for families and specially for kids it's a forum which encourages them to think and learn, and sparks their imagination
What are the unique features of the Carnival? How does it help kids in grooming? What makes it different from any other exhibition in the country?
Krackerjack Karnival is a truly kids and family festival. Being one of its kind in the country the carnival gives people different entertainment and learning experiences all under one-roof. Started as a small project, it has now turned into India's largest event focused on kids and families - with 200 exhibitors and over 60 workshops, performances and activities.
At Krackerjack Karnival we have three main focus areas: main stage arena, workshop zone and exhibition space. The stage area is the major highlight of the carnival with spectacular performances, games, contests and prizes.
Activity zone is comprised of round the clock educational and fun workshops for kids and parents.
The exhibits showcase the latest and most exciting products and services available in the Indian market.
The various interactive engagements spread across the venue give kids a chance to experience things they haven't seen before - giving them the confidence to try new things and meet new people.
There's a lot for parents to do as well, from workshops to family races. The aim is to create the perfect family day out, where the kids are engaged and the parents are equally involved.
We are the only family event catering to such a mass audience. There are many small events happening in India, but nothing as big and innovative as Krackerjack Karnival, so actually we don't have any competitors.
Name a few brands are coming to exhibit. How are they benefiting?
Like all our past editions this year too, we have some renowned names exhibiting with us, Pulse Candy , Shemrock Schools, Dr Batra's, Cremica Sauces, McCain, Himalaya Wellness, Anmol, Parag Milk Foods, and Kotak to name a few.
Krackerjack Karnival being India's foremost kids and family festival, participating brands would gain:-
1. Opportunity to promote their brand/product among 35,000+ visitors
2. 200+ exhibitors at the venue gives you a prospect to gather competitive and overall industry intelligence
3. Generate lucratively, highly targeted business leads
4. Branch out your brand and build fine database
5. Get a chance to network with your audience
6. Explore business associations via other relevant brands
7. Promote your products and services through heavy advertising and promotion plan of Krackerjack Karnival
What kind of brands are coming to exhibit themselves and how are they using this exhibition as a platform for their benefit?
It's a win-win situation for both visitors and exhibitors- parents get a great opportunity to discover new and interesting products in a pleasant environment, while brands get access to thousands of parents on a single platform to promote their products and services and build a connect with their potential clients. The event will showcase the entire spectrum of products, ranging from baby care, apparel, furniture, educational products, toy's and games, organic products, party supplies, photography, stationary, sporting goods, maternity, and much more.
Apart from showcasing their products and services to a wide variety audience, participating brands utilize the platform in manifold ways, like:
1. Host on-ground activities
2. Launch new products
3. Generate quality feedback on their products
4. Build their database
5. Create brands recall etc.
What value does it add to kids, families and others? How will you invite them?
It is important to educate children but we are still struggling to find the right way to teach them. Through such events we can imbibe the importance of study in the life of any child.
It is important for parents, teachers etc. to visit the carnival so that they can understand and know what interests their kids the most and accordingly get them pursue their hobbies.
With the right mix of media tools, the plan incorporates a wide range of promotional opportunities planned across the NCR guaranteed to attract a large visitor base. The brand reach of KrackerJack Karnival across media mix includes tools like, public relations, social marketing, online, digital and print advertising, radio campaign, word-of-mouth, and relevant above and below-the- line activities.
What is the kind of response you have received so far in terms of registration?
The response is tremendous, we are expecting double of visitor count this year. We've also been very fortunate that our huge following of kids, parents, and exhibitors track our show, wait for it with great excitement and help us in spreading the word.
What kind of efforts is Krackerjack Karnival carrying out to improve its network?
For each edition, we follow an aggressive promotional strategy to reach out to potential visitors.
To widen our target audience the event is also being expanded to other cities including Bangalore, Pune, Mumbai and Ludhiana.
We were very keen for the Indian ministry to get involved and we are pleased to have Ministry of AYUSH supporting the Delhi edition.
Reputed brands partnering with us for the first time include names like PETA; Himalaya Wellness; Dr. Batra; Kotak Mahindra Bank; Globe Trotters; and S.C.J. World Academy to name a few.
What are the core values of Krackerjack Karnival?
Krackerjack Karnival is an Exhibitions India Group property, which is known for its quality of work and commitment to excellence. Our core values are innovation, client satisfaction and commitment to deliver the best to our patrons.
Do you have any tie-ups with school?
Yes, we are partnering with a lot of schools for the 10th edition of the carnival. Shamrock, which is the leading play school chain in India has been associated with Krackerjack Karnival from past many shows. A special school zone will be created at the festival premises with participation from Little Millennium, Global school, MADE EASY Preschool, to name a few from a long list. It is also the start of admission season, so it will be a great opportunity for visiting parents to get answers to all their queries regarding nursery admissions.
Are you looking for some government tie up as well?
At present Krackerjack Karnival is supported by the Ministry of AYUSH and yes we are already in talks with appropriate ministries for their support. We would seek the Indian ministry involvement so that we can run on-ground campaigns which will lead to a positive impact on the society specially the younger generation.
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