Runeware bedazzles Bollywood with a taste of Sri Lanka at the IIFA Buzz Party 2010

The International Indian Film Academy (IIFA), the pioneer in promoting and celebrating Indian Cinema globally, celebrated the IIFA Weekend and IIFA Awards in Sri Lanka this year. As part of this glamorous event, Runeware Integrated (Pvt) Ltd., one of Sri Lanka’s premier event management and integrated marketing agencies, marked the ultimate celebration of Indian Cinema by conceptualizing and creating the background for the IIFA Buzz Party which came alive at the Breeze Bar and Grand Ballroom of the Cinnamon Grand Hotel in Colombo.

According to Minha Akram, Vice President of Runeware Integrated, “we were asked to present concepts for the Buzz Party which would showcase the essence of Sri Lanka. It was to be an IIFA party that will see the crème-de-la-crème of Indian moviedom and the who’s who of Sri Lanka come together in a celebration of cinematic excellence. So, inspired by a line about Sri Lanka from Sindbad’s 6th Voyage: ‘The streams flow with precious stones, diamonds are in its rivers, pearls are in its valleys and Adam’s Peak contains sapphires and spice trees’, we created the concept of ‘SaffireNite’ - for the island that is rightly called ‘the jewel of the Indian ocean’ – it is one of the few places on earth where the rarest of the rare sapphires are found!”

“We created a blue velvety ambiance that enveloped guests in its cool hues. Imagine crystalline lights bouncing off spaces and a magical play of light and shadow on the water. Imagine the heavenly, transparent blues with rich tapestry and the softness of white orchids everywhere. A crystal & mirror like bar lounge - spaces for celebrating, socializing and entertainment. So in this fathomless blue lay the beauty of a rare experience, very much like a rare sapphire or the island of Sri Lanka!” she elaborated. “It was a challenge to create this - we had only a few days and numerous obstacles, but with the help of our dedicated team we were able to produce an event that saw the most number of stars attending.”

The IIFA weekend also saw Runeware Integrated produce the exclusive MAC cosmetics star make-up suite, which according to the organizers, was developed within a mere 6 hours in the middle of the night. “This was as a result of a frenzied call I received at approximately 2am, with a request for the structure to be completed by latest 8am – which we managed to complete on time and as per the requirements,” explained Michael Abayasinghe, CEO of Runeware Integrated.

To date, Runeware Integrated has helped many local as well as international organizations deliver events attended by more than 150,000 guests from Sri Lanka and abroad. Being the regional partner for some of the biggest Indian event companies has given them the edge in handling such mega events ranging from half-day seminars to multi-day international events and conferences for thousands of delegates. “We work with a number of organizations in the public and private sector to deliver events that exceed the expectations of our clients and impress those who attend. So whether you are looking for comprehensive support to deliver your entire event - from concept to execution, or help with a clearly defined sub-set of functions, we are here to help you achieve your objectives,” he added.

Throughout the three day weekend of film activities, they also managed all production and audio-visual requirements for the ‘People Magazine Personality of the Year’ Press Conference featuring Kareena Kapoor, and the Avirate fashion launch in addition to creating a unique awards ceremony party for the world’s largest film industry - proving that their top-of-the-line production and management coupled with their creativity, professionalism, and experience can make any event a total success.

Runeware Integrated, which was launched in 2002, is an integrated marketing service agency which specializes in events. “Everything we do is geared towards generating positive exposure for our clients by applying our expertise in maximizing business and networking opportunities through associated conferences, features, events and sponsorship opportunities,” says Mr. Abayasinghe. The company envisions being one of the finest and the most reputed organizations for integrated corporate communications in the country.

“Our mission is to delight our customer through genuine concern for their requirements. With quality a prime mover, Runeware Integrated puts the power of integrated marketing to work on our clients’ behalf, so they save time; we deliver quantifiable ROI and, ultimately, keep our customers happy. Our aim is to provide a unique, high quality event management service with the creativity and flexibility to continually exceed the expectations of all our clients and their audience.” he concluded.