Product launch event management company in India
ICE India plans and runs product launches across India, including a launch tour of 40 cities in 64 days for Transasia. One team handles the venue, the stage, the reveal, the guests and the media, in Mumbai and in every other city your product has to reach.
- 1,500+events delivered since 2009
- 40 citiesin 64 days, one launch for Transasia
- ₹10-50 lakh or moretypical large product launch
What we manage for a product launch
For press and media launches, dealer and channel launches, consumer launches and roadshows.
Venue
Shortlisting, site visits, negotiation, and the seating and stage layout drawn before you commit.
Stage and AV
Staging, screens, lighting, sound and a rehearsed set of cues, sized so the back row sees the product.
Reveal moments
The unveiling and the live demonstration, scripted, timed and rehearsed, with a spare unit and a backup of every file.
Media
A press desk, a confirmed media list, a press kit and speaker briefs when journalists are in the room.
Invitations and guests
Invitations in waves, replies chased, registration at the door and hosts briefed on who each guest is.
Product zone
Stations where guests handle the product, with staff trained to answer their questions.
Entertainment and hosting
Emcee, performers, dinner and the programme around the reveal, kept short so the product stays the centre.
Permits
Music, liquor, fire safety and police permissions, where the venue and city require them.
Logistics
Transport, stay for your leadership team, equipment moved between venues and a control room on the night.
How a launch comes together
The same sequence for one city or several. For a single city, start eight to twelve weeks out.
One result and the guest list
We agree what the launch must achieve: orders, dealer sign-ups, coverage or leads. Then we list the people whose opinion or purchase it depends on, ranked.
Format, venue and budget
The format follows how the product is bought. You get a concept, a venue shortlist and a line-by-line estimate on paper before anything is held.
Stage, reveal and run of show
Stage design, the reveal, the demonstration and a minute-by-minute script, with a rehearsal that uses the lights, sound and screens of the night.
Invitations and build-up
A save-the-date from a senior name four to six weeks out, a teaser, a sales team briefed a week ahead and a call to every key guest the day before.
Launch night and the week after
Live control on the night, then photographs and a highlights video within 24 hours and every lead shared with its owner within the week.
Launches we have run
Transasia Bio-Medicals: 40 cities in 64 days
One stage, one demonstration and one dinner format, repeated for 4,500+ medical practitioners and decision makers.
DBS: the Art of Wealth platform launch
A ballroom turned into an art gallery for 200 high-net-worth prospects, planned in eight weeks.
NEL Engineering: a rebranding launch
A new name unveiled to oil and gas clients through live sand animation, magic and a retro band.
Which launch format suits your product?
Match the format to how the product is bought. A product that has to be touched needs space to be handled. One that has to be explained needs a stage and a clear view. ICE India plans five kinds of launch, and each asks for a different room, guest list and budget.
- Press and media launch
- News is the point, so the story and access to your leaders matter most. A short, controlled event with a press desk and a clean backdrop. The press conference guide covers the set-up.
- Dealer or channel launch
- The room is full of distributors and channel partners, and the measure is commitments taken. It often sits inside a dealer meet, with the product reveal as its first session.
- Consumer or brand launch
- Guests try the product at stations run by staff who know it. It suits consumer products and anything hands-on, and a rebrand can be told the same way, as it was for NEL Engineering.
- Multi-city roadshow
- The same programme repeated across regions, so distributors and buyers hear it in their own city. See multi-city events.
- Hybrid or streamed launch
- A live room plus a livestream for partners and staff elsewhere. It needs a dedicated broadcast team, tested audio and video feeds and a rehearsal of the remote viewing experience, and ICE India prices it as its own line.
A launch can also be internal. IDBI Federal Life launched its Good 2 Great culture campaign to employees as an evening they took part in, with live sand art and a 150-person team painting.
How do you plan the reveal and the stage?
The reveal is the one moment guests repeat afterwards, so it gets its own rehearsal with lights, sound and screens exactly as on the night. Keep leadership remarks focused and give the demonstration enough time to show what is new and why it matters.
- Stage and screens
- The product sits where every seat can see it. Size the screen for the back row with the LED wall calculator, and test seating with the venue layout planner.
- The demonstration
- Scripted, timed and backed up. For Transasia, two screens ran in step with an automated trolley that rolled the analysers out on cue.
- Hosts and handling
- The host is briefed on the product's three strongest points, and the staff at the product zone are trained to answer guests.
- Licences
- Music, alcohol and structures need permissions. The Mumbai licences guide lists who issues each one.
What happens when, from eight weeks out to day thirty?
A launch only counts if people act on it, so the plan runs past the night. This is the sequence ICE India works to for a single-city launch. Several cities, an imported product or a stage that has to be built need more lead time; the event planning timeline lets you set the dates back from your own launch day.
| When | What happens | Who owns it |
|---|---|---|
| Eight to twelve weeks out | Goal, guest list, format, venue and budget agreed | Your team with ICE India |
| Four to six weeks out | Save-the-date from a senior name, then a teaser that shows a detail of the product | Your leadership, ICE India for the invitations |
| One week out | Sales team briefed; top accounts told first | Your sales head |
| Two days out | Reminder to all guests; rehearsal with lights, sound and screens | ICE India |
| Day before | A call to every key guest | Your sales team |
| Within 24 hours after | Photographs, a short highlights video and a thank-you from the host leader | ICE India with your leader |
| Within a week | Every lead from the product zone called, shared by owner | Your sales team |
| At 30 days | Attendees against invitations, leads against orders, coverage against your goal | Your team with ICE India |
Can a product launch run in more than one city?
Yes, and it is how ICE India launched Transasia's new haematology analysers: 40 cities in 64 days, from Bengaluru, Mumbai and Delhi to tier-2 hubs. The stage, the demonstration and the dinner were designed once and repeated, with a local entertainer in each city and a control room tracking all 40. Complete stage kits were built in duplicate and moved within regional clusters, so no single set had to cross the country.
Planning and sales are in Mumbai, with delivery teams in Delhi NCR (Gurugram), Goa, Jaipur, Bengaluru, Kolkata, Hyderabad, Chennai and Kochi. Anywhere else in India, the launch is planned by ICE India's nearest team, with vetted local suppliers on the ground.
What does a product launch cost in India?
ICE India's published band for a large product launch is ₹10-50 lakh or more, and a launch for a single city and a few hundred guests sits well inside it. Each launch is quoted against a written brief, with the cost areas listed separately so you can see where the money goes and trim or add before anything is booked.
| Cost area | What moves it |
|---|---|
| Venue and catering | Guest count, city, hotel category and whether the evening is a lunch, a dinner or a cocktail format |
| Stage and AV | Stage size, screens, lighting design, the demonstration and whether the launch is streamed |
| Talent and programme | Emcee, performers, a headline act, and local entertainers in each city |
| Branding and print | Backdrops, gateways, invitations and product-zone displays |
| Cities and event management | Number of cities, rehearsal days, equipment moves and on-site team size |
Frequently asked questions
How much does a product launch event cost in India?
A large launch typically runs ₹10-50 lakh or more. Guest count, city, venue, stage and AV, entertainment and the number of cities move it. Share the product, the guests and the date, and ICE India sends a written proposal with each cost area on its own line.
How far ahead should we start planning a product launch?
Start eight to twelve weeks out for a single-city launch. Allow longer for several cities, an imported product or a venue that needs a stage built. The venue booking, the stage build and the invitations set the pace, and the invitations should go out four to six weeks before the day.
Should we hold a press conference or a launch event?
A press conference suits news that journalists want. A launch event suits buyers, dealers and customers who need to see and handle the product. Some launches hold a short media briefing first and the guest event after. The press conference guide explains when each one fits.
Do you run launches outside Mumbai?
Yes, across India, in one city or many. Anywhere ICE India has no delivery team, the nearest team plans it with vetted local suppliers on the ground. For a roadshow, the programme stays the same and the guests, venue and local entertainment change. See multi-city events.
Do you run launches for dealers and channel partners?
Yes. A dealer or channel launch is built around the people who will sell the product: the reveal, the margins and support they need to hear, and a way to take commitments in the room. It often sits inside a dealer meet, and ICE India plans both under one brief.
What does a product launch event management company do?
It runs the whole launch: the goal and guest list, the format, the venue, the stage and AV, the reveal and demonstration, invitations, media, permits and guest handling, then the control of the night and the follow-up. ICE India gives you a single point of contact, end to end. For the wider service, see corporate event management.
Plan it further
- Guide
How to organise a press conference
When the launch needs the media in the room.
- Guide
How to create an event brief
What to tell an agency so the first quote is right.
- Guide
Which licences a corporate event needs in Mumbai
Music, liquor and fire permissions, and who issues them.
Related services
Dealer meets
A product launch often opens a dealer or distributor meet. We plan both under one brief.
Multi-city events
One programme repeated across regions, with local delivery in each city.