Young entrepreneurs opt for pub launches

Invited to a launch? Chances are, it will be held at a pub. Young entrepreneurs in the city are increasingly favouring these venues to launch their products. These launches follow the KISS (Keep It Short and Simple) principle, they aren’t snooty and let guests unwind at their own pace.

Nazia Syed, who recently launched her designer collection with a fashion show at Distil, explains, “I just wanted people to come and enjoy themselves at the launch, so I decided to launch my line at Distil. And the response was great, people loved the idea. One of the biggest advantages of having a show in a pub is that everyone can see your clothes up close, rather than seeing them some distance away on stage.”

Young designer Rachna Rao, who launched her line at 10 Downing, agrees with this view. “Launching at a pub is a better option, since you can combine your launch and the after-party. Also, since my club-wear line is focused on the youngsters, the venue catered perfectly to my target audience.”

Reshma Kumar, a partygoer who was present at the launch, lends credence to this by adding, “Pub launches are fun as they provide a refreshing change from the otherwise formal events. The ambience is more relaxed and casual.”

Product launches in pubs are catching on too. Karthik Sharma, MD of Triangle Event Management and Promotions says, “This trend has been discernible abroad and in other cities in India like Mumbai, for a while, and I’m glad that it is making waves in Chennai too. I have organized several pub launches and promos. The most recent event was the launch of the Sony Vaio laptops at Pasha.”

According to event managers, organising a release bash in a pub means they only have to spend on alcohol and snacks, in contrast to the huge bills they’d be presented with by hotels, for a buffet lunch/dinner. Karthik reasons, “A pub launch would cost anywhere between Rs 1 to Rs 1.5 lakh, depending on various factors.” Which most corporates find pretty reasonable. Vimal Ajay Prabhu, south head, business development for Tinderbox Events, adds, “A pub launch can cost about half the price of a regular hotel or store launch. This is because one is cutting down on the elaborate food by sticking to only snacks and drinks and saving on the backdrop and other settings. These launches are great for fashion designers, artistes and youngsters who look for low-budget options, while wanting to maintain a certain class. In fact many of these organizers arrange individual tie-ups with the pubs for their events.”

Pub points to ponder

* Pub launches work out half the price of a regular hotel or store launch
* It is apt for those targeting the younger crowd for their designs or products
* An informal club atmosphere allows the guests to unwind at their own pace
* It provides better visibility for designer collections as guests can see the designs up close
* The launch and after-party can be clubbed, thus saving the expenses