The EEMAX Global Conclave kicked off on 19^th September at Taj Lands End, Mumbai. Opening the conclave was Nancy Frates, the mother instrumental in the ALS Ice Bucket Challenge who provided valuable insights behind the making of the global phenomenon and viral wonder of today’s day and age. Frates provided a detailed and intellectually stimulating discourse on how the phenomenon known as the ALS Ice Bucket Challenge was born and leveraged through social media amplification creating a ripple effect across social channels and driving an unprecedented increase in awareness, engagement and donations for the cause from all over the world.

Post the discussion, Bollywood actor Vivek Oberoi took up the Ice Bucket Challenge in order to show his support and raise awareness toward the cause.

Another speaker of note was Patrick Roubroeks, Creative Director, Partner & Founder, Xsaga who spoke at length on “Turn On the Lights – Showcase @ de Bijenkorf”. For the last seven years, the most premium department store chain in Holland – De Bijenkorf, has celebrated the start of the festive season by lighting up hundreds and thousands of dynamically programmed sustainable lights on their historical buildings. It has expanded from a marketing idea to now; a national tradition.

The evening concluded with a high octane performance by famous playback singer Shaan, keeping audiences in high spirits as he crooned to Bollywood favorites. A magical performance by Shillong Chamber Choir also marked the event, with the musical group mesmerizing those present with a brilliant for their melodious rendition of songs that touches the soul.