Dreams should never have limits, be they daydreamt fairy tales or of the sleepy kind. This season of celebration, we talk to Watermark, a very talented bunch of experts in the dream-realization business.
Turning at Ernakulam's Kadavathra Junction, you find yourself in one of those side-roads that is essentially Kochi, where tiny roads guide you up to great destinations. Opposite a large apartment complex, is located the offices of Watermark Event Solutions LLP, on the second floor of a rather quiet and unobtrusive office building. Inside, the gentle, well done, colorful offices seems more a space for artists than a mainstream business.
Sidhesh K, the Managing Director, Anup Joy, the Executive Director and Sofia Mathew, the Director, have spent almost 20 years in the event management field, working in a host of companies, before finally coming together to start Watermark, officially launching it on the 1st of November 2014.
Our first question to them: why Kochi? "Yes, compared to the North and other metros, the budget in Kerala, on an average, is less." Sidhesh explains. "But we are seeing that picking up. Kochi is booming at a fast pace. And we wanted to start from home. For anything, the base should be strong."
Of course location has never been a barrier in their business. From their head offices in Kochi, they stand positioned for the national and international markets, carrying forth experiences in conducting events around the world. Everyone employed at Watermark has two to five years' of experience in the field. The company is well-versed in all forms of events, be it conferences, exhibitions, product launches, wedding management, celebrity management or even entertainment shows.
Their rise, though fast, was not without its own challenges or without warranting hard work, a fact especially true of the wedding management section of the company. They recount how in the beginning it was very difficult to make people understand what wedding planning was all about. Earlier, weddings in Kerala were about cousins and relatives sitting around, cooking and planning. Later it was caterers taking over. It is only recently that wedding planners and event managers have entered the mainstream scene. Still, only a very small percentage of the weddings in Kerala are handled by wedding planners. Sofia, a professional wedding planner, spearheads the wedding management section of the company.
Today, the need for wedding planners is manifold. One, of course, is the daring dreams and visions of the brides and grooms, who find that they need a little assistance in fulfilling said dreams. Event managers are also a great help to NRIs organizing weddings in India. When they can't come over themselves to manage everything themselves, they need somebody they can depend on, somebody who thinks on the same lines as they do and can deliver what they want. "We have clients from the U.K., the U.S., Dubai and many other places." Sofia tells us. "At times they manage to reach just three or four days before the wedding."
The omnipresent reason of course is the tension and worries in organizing such an event. Wedding planners are wonderful stress-relievers who can come in and ease the burdens on family members. Once assigned, the wedding planner takes over. All the clients have to do is attend and enjoy the wedding.
With examples like Executive Events, Impresario and many others, it's not that the Kerala market is short on event management companies, but Watermark constantly works in with an indelible belief that they have to rise above the market and set a new set of standards.
The company handles everything related to organizing an event. They decide on the conceptualization, the entire design, the layout, the designing of the stage, all of which they submit to the client along with the budget. And then based on the feedback, they customize further.
For a wedding, they take the idea of no headache very seriously, handling everything like valet parking, receiving the groom or the bride, arranging the garland for the person garlanding the groom, the lighting of the ‘vilakku’ on the stage, and even knives for the cake. In some areas they act as consultants and coordinators.
Food-wise, Watermark advises and connects the clients with appropriate caterers according to the requirements, whether it be vintage Kerala dishes or Northern-Kerala cuisine for the wedding. They can assign skilled videographers, photographers and make-up artists suitable for the particular client. They will even take over stuff like the transportation and accommodation of guests from out of town, all the coordination and logistics of the groom, bride, their parents, their relatives and guests.
Anup divides the wedding-planning timeline for us into two parts: before Google and after Google. Their clients these days are very sensible, and when the after-Google generation visits them, they come with a lot of ideas, at times they come with a particular theme. Watermark's R&D is so strong that whatever is brought to them, they already know the subject well and can advance it further with more even creative ideas. Sofia admits that it's helpful if the client knows clearly what they want. All Watermark needs to do then is to improvise or develop.
They discuss with the clients in detail about their requirements, they offer options and proposals and give reasons as to why they are planning what they are planning. They find that every marriage is different and every couple wants something different. And it is in this diversity that they excel. They can handle most things thrown at them, whether it be themes, colors or even customs. They recount examples of a Mughal themed wedding they organized, several colour-themed ones, some where there were different day and evening themes.
They also consider the crowd among all of this, the percentage of people coming from outside and if there are two extreme of crowds, how they can make everybody happy. "Essentially, we work for the client's client, we work for the guests," says Sofia
Who can afford them? "Most people," Anup assures us. They have handled weddings starting right from 5 lakhs up. For them it's not just about the money. The only thing is that they have to be promised is total control of the wedding. They will not entertain clients who ask them to involve in only parts of the wedding, just to save money. They don't see themselves as wedding vendors, but as wedding planners.
Watermark and its ilk are part of a new wave swarming into the Kochi wedding scene. But what about the old ways, the old guard that just won't give way easily? And so we ask: have they faced any interference from relatives or parents or other elders who might not approve the interference of strangers?
"There will always be interference. People start micromanaging when they are tensed about the outcome." They say. "We can't say no, and we have to accommodate them in a nice manner. They have to feel that they are part of it. There are a lot of areas where we need their support."
In that scheme of accommodation, what if what they are asked to do something that just cries out against their artistic sensibilities, what if they heart refuses to send their clients towards a tacky disaster.
Sofia smiles at this. "We will make them understand. When we talk to somebody, if we can communicate to the other person that what we are saying is genuine, then they will understand." They have had people being particular about certain points. They adapt that point and connect it with their design. With 20 years in the market, and thousands of weddings and events behind them, they believe that their consultation would be well considered. They haven’t yet had an experience where the clients haven’t listened to their reasoning.
"Some people want gentle and subtle, but others want to make everything loud," they inform me. "We try to accommodate both." They are willing to go loud if the occasion requires it, but are not fans of the mix-masala, they don't do that.
Moving beyond professional, they stand out in principle as well. They are very averse to the idea of doing their personal advertisements at the events. They don't feel the need to leave cards at weddings, or to put up banners. "Professionals aren't supposed to advertise like that," they say. They are staunch believers in the idea of 'your work speaks for you'. Most of Watermark's clients search them out through enquiries, usually after being impressed with their work.
All three of them agree for the need for regulation in the market. In other countries there are regulatory bodies and nobody can organize an event without a license. But in India, a person with a laptop and a mobile phone can call himself a complete event management company.
Sidhesh recounts the story of a man organizing his daughter's wedding in Kerala from Kuwait. He found a guy through a contact and gave him an advance of Rs. 2.5 lakhs, never having actually met the person. After the money was transferred the guy disappeared. In a market like Kerala, one person's ill deeds can affect the whole field. Everybody forms a uniform opinion about all event management agencies functioning in the market.
The desperate father then goes on to contact Sidhesh. "We understand a father's feelings about a daughter's wedding, how worried they are about it." Sidhesh says. "We should not use that fear. Instead we should support them. We gave the man a finalized proposal within 24 hours. And all things ended well."
It is this dedication and professionalism that has been the fuel for Watermark's meteoric rise in just a year of existence. They have managed to make a mark in all species of events they organize, be it weddings, conferences, launches, exhibitions, anything. Expanding, they also have offices coming up in Bangalore and Dubai very soon.
Do they have any limits? Have they ever refused a client because what was asked was beyond their capacity? "No," they smile. "It's only a problem when it's too small and the budget is limited and we have to limit ourselves to a point. Too big is not a problem for us. We have no limits here. We are willing to take on any challenge. Our biggest is yet to come."
Highlights
Major feathers in their cap: the Aster Medicity event, the Lulu Summer Camp 2015, the Hero Indian Super League promotional event by Star Sports, the Philips Healthcare exhibition at Le Meridien, Kochi, the launch of Paragon hotel at Lulu and the book launch of Amish Tripathi's Shiva Trilogy.
What they handle: Conferences, exhibitions, dealer meets, product promotions, product launches, road shows, wedding management, celebrity and artist management, live concert and entertainment shows.