The ZEE TV Mela 2002 which took place at the NEC Birmingham on 18th, 19th and 20th October 2002, was the biggest indoor celebration of Asian culture and lifestyle to be held in the UK this year.

The three-day event was a showcase of everything Asian and highlighted the amazing impact of the Asian community in the UK. With five interactive pavilions focusing on Fashion, Food, Entertainment, Music and Careers & Commerce, the event drew an audience of thousands.

Akwan Strategic Media was there as Western Union representatives whose main objectives were:

- Education

- Brand Familiarity

- Creating an affinity with the visitors

- Gaining the trust of the community for the Western Union Brand

Akwan designed a relevant questionnaire to be asked to those attending the event, and produced a statistical analysis report to accompany the Mela.