Here is a fun fact – India’s F&B industry is almost five times the size of Bollywood. Now, just hold this fact up to the harsh reality of the lockdowns last year, following the COVID-19 outbreak, and how many livelihoods were affected.
To infuse a sense of optimism amongst people in the sector and felicitate stakeholders who helped out their peers, the fifth edition of India Nightlife Convention & Awards (INCA) focused less on awards and more on people who contributed and supported the industry during the pandemic. Aman Anand, Director of Kickstart Entertainment and Founder of INCA reveals to Vinita Bhatia the motive behind this decision as well as the reason for opting for a physical event, when the entire world was sticking to virtual ones.
What were some unique elements of INCA 2021?
With the COVID-19 scare still upon us, we followed stringent safety protocols. This year, we arranged the event outdoors rather than indoors.
The panel and honours comprised a few selected delegates. Post that, we lined up a couple of DJs that was open to the public.
Why did INCA decide to have a physical convention at a time when the pandemic has picked up again, instead of a virtual event?
Hospitality is the act of kindness in greeting and welcoming the customers along with looking after their needs. This can’t be done virtually. Our business is all about touch and the feel, which helps us relate to our customers’ needs.
Additionally, people are fed up of staying indoors and experiencing everything virtually over the last year. This event needed the industry to unite, meet and greet each other in person while following all safety measures.
Considering the worldwide growth of the hospitality industry, technically, India’s F&B segment is the only one to have bounced back successfully. After discussing with the National Restaurant Association of India (NRAI) and others, we unanimously felt it was the right decision to arrange a physical convention.
How did INCA overcome the challenges of organising a physical convention to ensure good participation from delegates and sponsors?
Every year, we do awards across eight cities. This year, we have changed INCA’s tonality and are only doing few awards for brands and people who have contributed and supported during the pandemic.
NRAI did a programme called ‘Feed the Needy’, Diageo India undertook ‘Raising The Bar’ programme, while the United Breweries group installed more than 6000 sanitation booths. Several others contributed as well.
This year, INCA is honouring these initiatives. The vision of our sponsors, Heineken and Pernod Ricard, aligned with ours and they supported us. Ernst & Young along with over 160 jury members judge the INCA awards. Hence, there is no favouritism and one receives an award solely on merit.
How did INCA’s team plan the event keeping in mind on-ground COVID-19 regulations, so that safety was maintained for all stakeholders?
Keeping all the necessary safety measures and protocols in perspective, this year INCA 2021 was held outdoors. The W Hotel in Goa had its own set of protocols and measures, which we followed. We also distributed INCA masks and ensured there was no overcrowding and people kept a safe distance.
What is the visitor turnout expected for this event?
The participation of the panel and honours ceremony comprised about 50 people, which we have invited from across the country. Another 45 to 50 key people from Goa related to our hospitality industry also attended the convention. Post that, we set up a commercial event that was open to the public.
How will your key sponsors benefited by partnering for this event?
Our key sponsors were Heineken and United Breweries Group which were the presenting sponsor, while Pernod Ricard, Chivas co-promoted this convention. These brands are interrelated and communicate to both, the consumer and the trade.
The trade aspect was acknowledged as we had the best owners in the country owning a huge chain of business. In terms of consumers, Heineken and Chivas catered to them by activating bars and promoting Indian talent. Not only did this help in immense social media presence but also showcased the rich Indian talent.
The brands understood our vision and agreed to participate. Both INCA and the brands had certain deliverables to meet their expectations and everyone was satisfied and happy. The consumer aspect was met with these brands catering to them while the trade aspect is taken care of with the convention and awards.
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