This document proposes a fashion event to break the Guinness World Record for the longest catwalk marathon. Some key details: - The event, called Fashion 20-20, will take place in Mumbai on November 1, 2010 and feature over 300 models, 22 designers, and 10+ hours of continuous fashion shows. - The current record was set in 2005 in London at 10 hours. Fashion 20-20 aims to surpass this with over 10.5 hours of shows. - Major designers like Rohit Verma have been confirmed to participate. Sponsorship opportunities are available, with different levels of branding and media inclusion benefits. - Extensive media promotions are planned through partnerships with Guinness

1. A Guinness Record Attempt Fashion Event proposal by
TM
presents

2.  FASHION 20-20 PRESENTS...
 ONCE IN A LIFETIME OPPORTUNITY TO BE
A PART OF GUINNESS WORLD RECORD
MAKING
 300 MODELS
 22 DESIGNERS
 10 HOURS+ OF FASHION MARATHON
FASHION CATWALK
 GIGANTIC 80 FEET RAMP
 AN EXCLUSIVE AFTER PARTY
 MEDIA BLITZKREIG
TM
DATE: 1st November 2010
VENUE: Hotel Intecontinental, Mumbai
TIME: FASHION SHOW 10am - 9am
AFTER PARTY 11pm Onwards

3. TM
The present record….
THE WINNER – MORE MAGAZINE
The current record that Aberrant India
aim’s to break is…
The longest catwalk marathon that lasted
for 10 hours as part of the More magazine
fashion awards 2005(UK) at the
Commonwealth Club, London, UK on 4
February 2005
The present holders of the Guinness World
Record for the longest ever Marathon
Catwalk Show.
With 24 high street retailers, over 530
summer outfits, shoes and accessories,
More magazine put on a continuous 10
hour fashion show

4. TM
The initiative….
Aberrant India believes in such thrilling initiatives, that bring about excitement, team spirit, pride and
also make good business sense, hence….
In August 2010 Aberrant India Events and Marketing announced Fashion20-20 to BREAK the Guinness
World Records for the longest marathon fashion catwalk in the world to be held in Mumbai.
Fashion20-20 is going to be a bench mark and shall place the Indian fashion industry on a Global platform
etched in stone and get more remarkable recognition for our country. Fashion20-20 will be a one time
fashion event, which will showcase collections by upcoming & professional designers in a non-stop fashion
show during the course of a single day of nearly 10.5 hours. This is a unique platform for our country and
every participant, sponsor, associate and others will be a part of the Guinness World Records.
Guinness World Records adjudicators will attend the event to ensure that the record is broken according
to the guidelines provided by them. After the event, should it be successful, the representative will present
Guinness World Records certificate recognising the achievement by immediately announcing that
‘A new Guinness World Record has been established’.

5. TM
The Designers
 22 Major designers and will show case their range for more than 10 hours to
beat the existing Guinness World Record, and create a new one.
 Some Big Names include
 Rohit Verma (Show Consultant)
 AD Singh
 Riyaaz Gangji
 Pria Kataria Puri
 Ideal platform for interaction and networking with them for top level media
people, fashion houses, business firms, film fraternity, buyers and textile
establishments for their future ventures.

6. TM
Ssandhya Mamikk – Event Consultant
With an experience of more than 15 years in various segments of the Entertainment and
Media Industry, has made a success of every role she has played. From television
production to event management, she has done it all. From handling IIFA PR,
Conceptualizing and Managing F Awards an awards for excellence in Indian Fashion for
Wizcraft Events, to event marketing for Showbiz Events followed by her position of
General Manager with IMG Fashion, India, managing Lakme Fashion Week. Ssandhya
Mamikk is now among the very few consultants with the expertise of making a success of
events/promotions for Bollywood, Fashion & Corporate Organizations.
Aparna & Tanya – Show Directors
India’s ace choreographer duo, Aparna and Tanya, the constant talent at the Wills India
Fashion Week, other than the thousands of Shows behind them. They are the most
professional and dependable show directors in the fashion industry today.
Show Stuff : Sameer Bhayani – Set up & Production
Pioneer in event set up & production, Managing Director Sameer Bhayani started
Showstuff in 1998 with Shopper’s Stop as a first client. 10 years and 1000 events later,
Showstuff is an pioneer with offices in 3 major cities in India, partner agencies in over 8
cities nationally and 10 countries internationally and over hundred clients globally.
Fashion Professionals on board

7. TM
Media promotions by Abberant
Pre Event Hype:
 Press Conference & Fittings Coverage.
 Mall Branding presence – 2 Weeks prior to the event.
 Flags and Standees for a period of minimum 1 weeks.
 Hoardings across prominent locations.
 Press & Radio ads.
 Leading Networking sites already active – Facebook, Twitter, and Google Search Engine.
 Event Mailers to all the corporate in the Fashion industry.
On Ground:
 Huge Branding Opportunity at the venue.
 Press Conference.
 Event Coverage by TV, Radio and Internet.
 Interviews of sponsor personnel and celebs.
 Backstage media stories – The excitement of being part of ‘Record Breakers’ of all talent
involved.
Post Event Coverage:
 Television broadcast by partners.
 Print coverage across major newspapers and magazines.

8. TM
Media promotions by Guinness
•Guinness operates a PR service for claimants attempting to break a world record and will
support our existing PR.
* Guinness offers a range of services from press release distribution through to tailored press
outreach for the record.
* The attendance of an adjudicator at Fashion 20-20 event on 1st November 2010 is confirmed.
* Guinness will promote the record breaking attempt to their global media database of more than
3,000 journalist contacts. The event’s press release can be published on the Guinness World
Records site, which receives 30,000 visits per day, and issued to all global media contacts that
are registered with their Media Zone.
* Guinness will promote the event through their social networking presence on Facebook and
Twitter. Pre and Post coverage.
* With the Guinness World Records PR Service the event would receive:
1) Two news stories on the GWR website, which has 30,000 unique visitors per day. One 7 days
before the event, and second the day after the adjudication.
2) Two news stories on the GWR Facebook page, which has 36,224 fans and growing. One 7 days
before the event, and second the day after the adjudication.
3) Two mentions on GWR Twitter feed, which has 3,211 followers/fans. One 7 days before your
event, and second the day after the adjudication
4) The event press release would be sent to 3,000 global journalists which have registered with
Guinness World Records’ Media Zone. These contacts include CNN, CBS, Bloomberg, ESPN, New
York Times and the Associated Press One, would be issued 7 days before your event, and the
second the day after the adjudication

9. TM
THE GUINNESS WORLD RECORDS BRAND ENSURES THAT
AN EVENT BECOMES A PR JUGGERNAUT LIKE NO OTHER,
AND GUARANTEES THE BIGGEST MEDIA COVERAGE.
Being an event aimed at breaching the Guinness Record,
Fashion 20-20 will attract huge media attention nationally
and internationally with all Indian media covering the platform.
All news channels would bite into the show.
All lifestyle channels will cover the show.
Socialites would want to be a part of the event thus acting as
customer touch points for sponsors and giving it a wide
Exposure.
All sponsors and partners will receive media attention from
Guinness World Book PR drive and Aberrant India’s PR plan.
The event & all associated with it will go down in History in the
GWR Book.
The Guinness advantage

10. TM
List Name Status
Guinness Adjudicator To be provided by Guinness Confirmed
Venue Partner Hotel Intercontinental Lalit Confirmed
Event & Marketing Consultant Ssandhya Mamik Confirmed
Show Director Aparna Tanya Confirmed
PR Genesis Confirmed
Outdoor Partner Bright Confirmed
Production Sameer Bhiyani (Showstuff) Confirmed
Television Partner To be finalized ---------
Radio Partner To be finalized ---------
Mall Partner High Street Phoenix Confirmed
Online Partner Indivibe Confirmed
Energy Drink Partner Red Bull Confirmed
Beverage /Water/Chocolate Partner Narang Group - Orangina/Qua/Lindt Confirmed
Casting Magic Mushroom Confirmed
SMS Partner 160by2 Confirmed
Party Partner UB Group Confirmed
Gift Partner 200 FOCE Watches Confirmed

11. TM
Sponsorship Opportunity
1 x Title Sponsor - Provogue
1 x Co Sponsor - Gitanjali Lifestyle
1 x Co Sponsor – Rs.25 lakhs (available)
1 x Co Sponsor – Rs.25 lakhs (available)

12. TM
Sponsorship Branding Format
Provogue
Presents
Gitanjali Co Sponsor - 2
( logo integrated as
Powered by xx)
Associate Sponsors
Optional :
Not a part of Integrated Unit Logo
(See benefit slide for details)
TM
Co Sponsor - 2
( logo integrated as
Powered by xx)

13. TM
Co-sponsorship (Investment - 25 Lakhs)
 Lifetime opportunity to be a part of history as an ‘Co-Sponsor’.
 Interview of your company CEO/MD with leading channels, newspapers and fashion magazines.
 5 Co-sponsor mentions on the stage.
 Logo placement on all VIP invites.
 Logo placement on side walls/panels of the background inside the venue .
 20 exclusive invites for the record breaking show.
 Publicity across outdoor, radio, venue, digital etc.
 ‘Guinness world records certificate’ and trophy to be provide after the show.
 Over 50 corporate from the fashion industry are invited to be part of the event.
 Company literature to provided to media in a press kit.
• Brand presence on Ramp (Detailed within for specific Partner categories)

14. TM
Title Sponsor Co sponsor
Associate
Sponsor
Category Exclusivity a a a
Media Inclusion : Radio, TV &
Online 100 % 50 % ×
Branding Presenting Sponsor /Title Co-sponsored by
Logo on Backdrop a A ×
Logo on Sidewings a × A
Logo on Entrance a A ×
Logo on Invite a A ×
Logo on Communication Folder/
Hand outs a A ×
Logo on Registration Desk a × A
Logo on any gifts given a × ×
Activation Area at the Venue: As
per Availability a × ×
Deliverable grid

15. TM
Title Sponsor Co sponsor
Associate
Sponsor
Event Flow:
Speaker from Sponsor to address
the guests a × a
Inclusion in After Party Mentions a A ×
Sponsor AV to be played at the
event a × ×
Mentions By Anchor a A A
Guestlist:
Selection of Invitees mutually
with Aberrant team a × ×
Invitation of Sponsor Wishlist of
Media & Guests of Invitees
through Aberrant a × ×
PR Deliverables
Inclusion of spokesperson quote
in Press release a × ×
Company Backgrounder in Press
Release a a a
Deliverable grid

16. FOR ANY ASSOCIATION & SPONSORSHIP QUERIES KINDLY CONTACT:
PREM SOKHI: +91 98200 77154
An event proposal by
All the information mentioned in this proposal is targeted to provide you with the best and most
practical possibilities. All final deliverables shall be mutually discussed and agreed mutually.
Thank you for your time & patience