PLUM – Conferences & Events

Four regions. Six destinations. One standard.

How MadMaze planned and executed Plum's conferences across India end-to-end, from scouting cities and booking travel to welcoming the room, so every conference embodied the same standard.

Client

Plum (Pureplay Skin Sciences)

Project

Conference Series

Scope

Pan-India MICE, end-to-end

Period

Over the past year

Event At A Glance

One client. Four regions. Six destinations. One standard, every time.

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Conferences

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Regions. North, South, East & West

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70–350 Attendees on Average

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People Delivering Each Event

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MadMaze Colleagues on Site

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Client, Repeated Region After Region

Project Summary

A sales force spread across India, brought together region by region.

Plum, the vegan beauty brand built by Pureplay Skin Sciences, has grown from a direct-to-consumer startup into a national omnichannel beauty business, selling across more than 200 cities and thousands of retail outlets. Growth on that scale runs on a distributed regional sales force, and each year those teams gather, region by region, to review the year behind them and set targets for the year ahead, while marketing, R&D, and product share what is coming next.

That is the brief MadMaze was handed: bring each region's sales team together with their leads, give the gathering room to do its work, and make it run without friction. The conference format itself is standard. The work is everything around it.

MadMaze owned everything, end-to-end, in every city: scouting venues for the banquet and lodging, booking travel and tickets, running last-mile bus logistics, having rooms ready at check-in, welcoming guests and VVIPs, capturing it on photo and video, and rolling out the event on the day.

A conference is easy to picture. Running the same one in six destinations, to the same standard, is the discipline.

Challenges

The same standard, in six very different cities.

One standard across the map

Chennai, Rajasthan, Goa, Kolkata, Ooty and Agra each bring their own venues, distances and quirks. The sales team in every region had to walk into the same quality of experience, with nothing lost between a metro and a hill station.

A new Vendor Partner network in every city

Each location meant a different set of Vendor Partners sourced on the ground, and every one of them had to be held to a single MadMaze standard for on-ground support.

Last-mile logistics, with safety first

Moving roughly 250 people per event across unfamiliar roads and terrain made last-mile connectivity a real task, and safety was the first priority.

Travel and tickets at scale

Getting a full regional team to each destination by train and road, often in peak periods when seats are scarce, took planning well before anyone left home.

Solution

One team on the ground before the client ever arrived.

01

Scout the destination first

The right destination and the right venue are the foundation of the whole event, so venue and banquet scouting, with lodging, came before anything else.

02

An advance team, every time

Two to three MadMaze colleagues travelled to each location ahead of the client, got the hotel in line, and made sure rooms were ready before anyone checked in.

03

Check-in without friction

Guest proofs were collected ahead of time, and room allocation was agreed upon with the client, so arrival was a walk-in, not a wait at the desk.

04

Welcome and VVIP care

Guests were welcomed on arrival, with VIP seating, suite upgrades, and luxury vehicles such as the Urbania arranged exclusively.

05

Capture and roll out

Photography and videography ran throughout the event, and the on-ground rollout on the day was handled by a crew of around 20 per event, Vendor Partners included, working to one plan.

Behind The Experience

The measure of the team is the moment the plan breaks.

Two minutes before the opening presentation, the presentation laptop failed. It did not stop the event because MadMaze had kept a backup on its own systems from the start as a precaution. The switch was quick; the emcee held the room for a few seconds, and the CEO opened on time. The save looked like luck, but in reality, it was preparation.

The bigger test came with the travel. The client needed 250 seats on the Tejas Express from Mumbai to Goa, and in festival season IRCTC would not release block coaches to an agency. The team did not treat it as a wall or hand the problem back. Our team coordinated a travel agency and ran ten resources in parallel, booking at speed, until 95% of the seats were secured in the same and adjoining coaches. It was past the planned scope, and the team went there anyway, because taking care of the client came first.

Preparation is the plan behind the plan. When the first plan broke, the team already had the second one running.

Result

The proof is that Plum kept coming back.

The clearest result is repetition. MadMaze has delivered six regional conferences for Plum, region after region, with communication lines kept tight and no gap between what the client expected and what Vendor Partners delivered on the ground. For a brand gathering its own sales force, that consistency is why Plum keeps coming back, region after region.

Each event also sharpened the next. With every conference, the team folded what it had learned, on check-in flow, on vendor briefing, on travel timing, back into the plan, so the sixth event ran on more hard-won detail than the first. The standard held steady while the execution behind it kept getting tighter.

At the close, Plum's leadership thanked the team with hampers, a small gesture that said the partnership was working. The relationship continues to open conversations across the organisation.

6

Conferences Delivered

4

Regions, One Standard

1

Client, Again and Again

See the Work

MadMaze is a MICE event management company and an end-to-end event management company that plans and runs conferences, sales meets and offsites across India. It is the corporate event management company in Chennai that brands trust to deliver the same standard in every region.