Basics Concepts & Mktg. Pvt. Ltd. with Home Ministry announce North East Fashion Fest 2013

Parent Category: Fashion n Modelling

Posted in: Apparels on Friday, 18 January 2013 12:52

Published on Friday, 18 January 2013 12:52

Written by Anup Bhandari

Hits: 1394

Basics Concepts & Marketing raised the curtains on the North East Fashion Fest 2013 at a press conference at The Ashok Hotel, Chanakyapuri, Delhi. The NEFF is to be held in Guwahati from 20 to 23, February. Supported by the Home Ministry of India, North East Division, the press meet highlighted the salient features of the Fest, with its focus on promoting the traditional and contemporary fashion talent in the North East of India.

The eminent spokespersons at the press conference included Ajay

Kanaujia, Dept Secretary/DirectorMinistry of Home Affairs(NE Division); Shyam Kanu Mahanta, Director APGCL, Govt of Assam Enterprise-Project Advisor to Govt of Assam in many infrastructure and tourism projects, and Yana Ngoba, representative of the North East fashion and jewellery. 

Ajay Kanaujia,  stated, “NEFF is a great endeavour by Basics that will give all those involved with the event a chance to network and alliance with partners and markets around the world. This event will close the gap between North East India and the rest of the nation. We are looking forward to presenting the best of North East art, culture, literature and music and take NEFF beyond just fashion. He also mentioned and requested media that its the right time for media now to focus on North East state in the best possible sense.”

Shyam Kanu Mahanta stated, "NEFF 2013 will help local designers and traditional fashion gain more importance and exposure. The authentic elements of North Eastern culture and influences can be exhibited at a mainstream level. Promoting the best of North Eastern talent from various domains and encouraging creative exchange of ideas with established designers through workshops and one on one interaction are the main motives of the Fest.
 

Rahul Bali, Director, Event Management, Basics Advertising introduced NEFF 2013 as the biggest festival of its kind to be held in North East India. It is positioned as a platform for education, business growth and exposure for the aspiring members of the fashion fraternity of the region. The spokespersons for the fest were then joined by Anand Kumar, Director Basics Concepts and Marketing Ltd commented that through this event they would like to showcase the flair and talent of North East and will promote tourism, trade and culture of the region.



Mayank Jha, Director Basics Concepts and Marketing Ltd was quoted saying that its music and creativity alone that unites each one and every one and so this event would prove elementary to celebrate secularism. The press conference was then followed by interaction with the media. Regal beauty and brand ambassador Soha Ali Khan addressed the media through an AV and showcased the prominent features of the fest. Participant designers Sunita Shanker, Anu & Amrit, Nida Mahmood, Raakesh Agrawal, Rajdeep Ranawat, Yana Ngoba at the Fest gave a glimpse of what is in store with models showcasing their collection. They later took questions by the media to share their excitement and perspective about the fest.




The conference ended with an invitation to the media to be part of NEFF in Guwahati to catch all the action live. With its unique conceptualisation, events and features, NEFF 2013 is all geared up to bring North East fashion to the national and international limelight.
 


About Basics Concepts and Marketing Pvt. Ltd.:


Founded in the year 1997, BASICS has strived to set apart from others in an overcrowded industry through their obsession for perfection and zeal to surprise the clients with innovative and avant-garde ideas for putting their brand's best foot forward. Company has all India presence with partner alliances in Delhi, Mumbai and Bangalore and operational presence covering all major cities.



The company is empanelled with Ministry of Home affairs and is committed to convey the message of love, unity, integrity and culture through their events. Some of their most successful events in the past include ‘Maa Tujhe Salaam’ featuring prominent performing artists like Shankar, Ehsaan & Loy. This event was held to salute the spectacular spirit of the beautiful people of Assam, to instill the feeling of security in their minds and to celebrate their region and uniqueness through the universal language called music. The next edition of this event will see performances by KK, JoiBarua & Jankee Parekh scheduled for 16th Feb 2013. This event has proved to be fruitful in communicating the message that music has the power to bring people together.



Also, Basics had been associated with Olympic campaign for the star performers from North East like Mary Kom, L.Devendro Singh, Shiva Thapa, Soniya Chanu and Somdev Devvarman. In this campaign, starting with Delhi, huge hoardings with photographs of the athletes was put in cities like Calcutta, Banglore, Hyderabad, Pune and Chennai.  

It was carried with the start of Olympics and was carried for next six months as a integration drive to focus on heroes from the Northeast in the fields of culture, music, science and technology.


Yet another talked about event was “Sadbhavana” featuring Lucky Ali, JoiBarua and Jankee Parekh. As the name suggests, the religion of oneness, Basics through this event wanted to spread the message and oneness amongst fellow countrymen and to show the world outside that we, Indians stand together in all advertise. The event was conceptualized keeping in mind the ethnic clashes that happened with people of North East India in the regions like Bangalore, Pune etc. The event proved to be a huge success and around 40,000 people in Pune and Banglore came together to celebrate the spirit of music and secularism.


NEFF is yet another purposeful endeavour by Basics to provide a platform for all accomplices within the North East Indian Industry to network and form alliances with partners and markets across the globe, thus bridging the gap between North East India and the rest of the nation. It is a celebration of North East Indian art, fashion, culture, literature, cuisine and music on the grandest scale ever seen in the region.
 

 




Brief Glimpse of North East Fashion Fest:

The North East Fashion Fest is all set to take place on 20to23, February 2013 at the Brahmaputra Ashok, Guwahati in Assam. North East Fashion Fest is the brain child of Basics Concepts & Marketing Pvt. Ltd.and and is being held in association with Home Ministry of India, Department of Tourism India, Bodoland Territorial Council and Department of Handloom Textile. Touted to be the biggest fashion festival in North East India, NEFF will celebrate both traditional and general market fashion, beauty, music, art, cuisine and lifestyle. It will serve as a meeting ground for designers, entertainers and celebrities from across the country and will witness the presence of national and international media, jet setters and fashion royalty. BASICS presents this fashion initiative to cultivate design and talent, stimulate demand locally and internationally, and position NEFF 2013 as a vehicle to promote brands and services of all associates and partners in both national and international arenas. It aspires to increase the visibility and equity of the NE Indian fashion segment within the market. NEFF 2013 will be a forum and a focal point for designers, models, artists, brands and labels and people connected to fashion industry. Besides the seamless exchange of experiences and innovative ideas,  NEFF 2013 will also pave the way for creating business and brand building opportunities not just for the fashion industry, but for many other industries that are directly or indirectly interlinked to designing, marketing and retailing fashion and lifestyle products.



The event will comprise of open studios and workshops lectures, forums and floor talks, exhibition of fashion and lifestyle products and fashion shows by designers. Cultural programs and activities promoting local talent like rock shows etc. will help broaden the creative parameters of how fashion can be showcased and experienced beyond the ramp. After event parties will offer a platform for local talent to interact with the who’s who of the fashion world. The Fest opens doors for education, business growth and exposure to aspiring members of the fashion fraternity in NE India.



Regal beauty Soha Ali Khan, who is known for her cultivated taste in fashion among the youth has been chosen as the brand ambassador for NEFF to epitomise the legacy and rich culture of the North East using her characteristic flair and charm. Some of the recognizable faces to walk the ramp at NEFF will include the likes of Mughda Godse, Huma Qureshi, Evelyn Sharma and Jiah Khan.  Some of the shortlisted designers participating in the NEFF 2013 will be Renu Tandon, Ashima Leena, Kallol Datta, Atsu Sekhose, Anu & Amrit, Sailex, Sunita Shankar, Narendra Kumar, Nida Mahmood, Sadan Pande, Pankaj & Nidhi, Nitya Bajaj, Raakesh Aggarwal, Charu Parashar and Anjali & Arjun Kapoor.  The overall number of people attending this event is expected to go beyond 5000.



The other eminent personalities who will grace the event will include Hon. Mr. Tarun Gogoi, CM Assam, Hon. Mr. Nabam Tuki, CM Arunachal Pradesh, Ministers and bureaucrats from various ministries, IAS officers, top police officials, famous sports laureates, infrastructure companies, mall owners, Bollywood film personalities and models among others. The Assam Police Wives Welfare Association and Prerna IAS Officers’ Wives Association will also be associated with this event.



The core value of NEFF is to achieve comprehensive development in terms of culture, economy and tourism apart from fashion.



Cultural Development:

The event highlights the pristine origins of the traditional cultural influences of the North East, while adapting them to contemporary times. People attending the Fest can get a look in to different aspects of North East India’s cultural milieu, whether through its upcoming musical talent or through sampling the local delicacies at the event. 



Economic Development:

NEFF 2013 will also focus on promoting the handicraft art, silk, textile and ornaments of the region through India’s well acclaimed designers, stalls and media attention. Investment from sponsors and promoters will further support this cause.



Tourism Development:

The scenic locales of the North East with its lush natural beauty will be on full display thus encouraging tourism to this part of India. The Deptt. of Tourism,  Govt. of Assam will be dedicating its efforts towards this endeavour by channelising media attention for its various tourist attractions.



Future of the Fashion Industry:
 
Last but not the least, authentic elements of the North East culture will be seen merging to form fresh fashion trends in the mainstream, thanks to the local talent.