Recently I was invited to a Smirnoff event that took place at the Munition Factory, in the heart of the Toronto’s film studio district. I didn’t know much about the event at first but after some web research, l gained more insight. This past summer Smirnoff launched a new campaign called the “Nightlife Exchange Project”. This peaked my interest as I do enjoy going out but a global party exchange hmm…now that sounds cool!
Check this - Smirnoff takes 14 countries around the world & swaps the nightlife all in one night. So in Toronto we were partying at the same time with people in Bangalore. Tho’ it's a different time zone, we still got to do it together! And it was full on bollywood style, unlike any event I’ve attended in Toronto. Smirnoff got it right! Kuddos to the agencies for really putting on a show!
My senses were over-stimulated from the moment I walked in through the hand painted installations of folding hands (made from mdf). It felt like India for a fleeting moment with riksha cyclists and colorful gypsies walking through the bazaar to smells of masala eggs on the grill by the local dhaba (by Daniel et Daniel catering). Clothing and jewellery vendors to henna artists creating gemmed artistry on the hands of the many guests.
I was given a handful of 100 rupee bills by the organizer and she told me to buy my drinks with it. I thought, ‘genius and innovative thinking’. So I hand my cash over to the bartender (branded in Smirnoff ware) in exchange for one of their vodka martinis, all blended in some exotic Indian mix. I chose the coconut vodka with sugar cane. My friends went for the masala vodka’s with a pinch of paprika. Like the spice idea!
We continue onwards through the bazaar and into the main party area. It was sheer sexiness. I love it when people can convert a plain warehouse space, and this was a film studio converted into a mega party setting. From sweeping organza fabrics suspended from the ceilings to crystal chandeliers with pyro-technics- the best part was the platform for the go-go dancers.
Each platform was shaped as white lotuses. So you weren’t looking at a block, that part was covered. It was shaped as a lotus and the stunning India-fy’d dancers were shakin their bootie on it! The DJ booth was set between carved peacocks.
Another big eye-opener for me was the kamasutra wall. It was a large photocopied image plastered against a large foam board. The photo images were Indian female shaped bodices with live human statues. Three very attractive and fit individuals with not so much attire on, stood still for hours - posing. Its similar to the static sculptures you see in the temples of Kajaraho, India. And the dim lighting added a real mystical element to it.
And there’s more…the conversation room. So a bunch of people hob nobbing under a tent and conversing – NO! It was people getting their twitter on! Guests were granted a few minutes to share their experience either at the many laptop stations or from their handheld devices. The party-goers outside of the tented area, can preview the ‘conversation’ on the big screen behind the dance floor. Incorporating social media - winner!
I have to say, it was an excellent experience and a great way of cross branding culture and the Smirnoff product. As an event planner who attends many of the city’s top events, it can be tiring to see another bollywood attempt, but really, kudos for getting it right. It was a memorable one for me & my crew!
Photo credit: Nikki-Leigh McKean
Event Guru’s next blog – holiday entertaining hot tips!
sounds like a fabulous time. looking forward to your next piece. Salimah - My Body My Temple
Posted by: Salimah | 12/23/2010 at 02:42 PM
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its good Smirnoff Rocks. http://bollygally.blogspot.com
Posted by: Anna Lisa | 10/30/2011 at 11:50 AM
Sounds fun. That was really a great experience you have shared. Hope to read more
Posted by: Bayog | 05/24/2012 at 02:20 AM
From your blog, I can feel how much fun you had during that event. It can be seen through the pictures and through the words of the blogger.
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