MAM
L&K Saatchi & Saatchi appoints Ekta Relan as chief strategy officer
Mumbai: L&K Saatchi & Saatchi, a part of Publicis Groupe India, has strengthened its strategy leadership by elevating Snehasis Bose, its chief strategy officer (CSO), to the role of group chief strategy officer. With this, Snehasis will now oversee strategy across L&K Saatchi & Saatchi, Publicis India, and Saatchi & Saatchi Propagate. Additionally, Ekta Relan takes over the reins as the new chief strategy officer (CSO) for L&K Saatchi & Saatchi. Together, Snehasis and Ekta will collaborate to enhance the agency’s strategic initiatives.
Commenting on the appointments, L&K Saatchi & Saatchi and Publicis India CEO Paritosh Srivastava said, “Given the disproportionate growth all three agency brands have seen in client results, creative respect and revenue over the last few years, and the significant role the strategic function has played, it is the right time for us to introduce a force multiplier. Snehasis is a proven war horse who has been a great asset and the most dependable partner to the agency. It’s a natural progression for him to bring his influence and impact across the other agencies. Ekta is a rare talent, with her wealth of experience and strategic acumen, she is the perfect strategic leader and cultural fit to take L&K Saatchi & Saatchi’s spirit of ‘Our Client’s Business Is Our Business’ to the next level.”
With over 25 years of experience, Snehasis has been associated with agencies like McCann Erickson, Publicis Ambience, IMRB International, and Contract Advertising. He joined L&K Saatchi & Saatchi in 2015 and was elevated to CSO in 2020. Over the past nine years, Snehasis has demonstrated exceptional leadership and innovative approach that have driven growth for brands like Hero MotoCorp, ITC, Renault, JioMart, Audi, Reliance Digital, Zepto, Akasa Air, Nivea, Relaxo, Dabur, Groupo Bimbo, AU Bank among others, leading to his elevation to Group CSO with additional mandate for Publicis India and Saatchi & Saatchi Propagate. He will continue reporting to Paritosh.
Ekta boasts a career spanning 23 years. She joins L&K Saatchi & Saatchi after a successful stint as chief strategy officer at Lowe Lintas, where she led the strategy team for Unilever, the agency’s biggest client, apart from driving new business acquisitions. Ekta has also worked with Mullen Lintas, Sapient Nitro Singapore and Unilever Singapore. During her illustrious career, she has played an instrumental role in crafting winning strategies for renowned brands like Glow & Lovely, Pepsodent, Close Up, Surf Excel, Vim, Lifebuoy, Tata Tea, SBI Life, Saffola, Tata Cliq, Dabur’s Real, Samsonite and Bajaj Avenger among others. She has also served on jury panels for prestigious awards like Effies and AME.
Ekta’s dedication to developing solutions that challenge cultural norms and deliver impactful results seamlessly aligns with L&K Saatchi & Saatchi’s vision. She will collaborate closely with Paritosh and Snehasis to drive forward the agency’s strategic initiatives.
Snehasis, added, “My journey at L&K Saatchi & Saatchi has been transformational, and this new role promises to be orbit-shifting! Both Publicis India and Saatchi & Saatchi Propagate are on accelerated growth curves, and I am grateful to be an active part of their stories. With Ekta’s rich experience, deep wisdom and hunger for the new, I look forward to creating a symbiotic partnership that will unlock new possibilities for our clients, taking the L&K Saatchi & Saatchi ownership mandate to the next level. Looking forward to more audacity, challenges and rocket-like growth!”
Speaking on her appointment Ekta, said “L&K Saatchi & Saatchi is on a dynamic growth trajectory, redefining the role an agency can play for its clients’ business. I am thrilled to be a part of this enriching journey where commerce and culture beautifully fuel each other. I eagerly anticipate collaborating with the agency’s talented team, also learning and leveraging the power of the entire Publicis ecosystem to build solid brands that connect with their audience in unexpected and relevant ways.”
MAM
India’s experience economy grows as live events market hits Rs 17,000 crore
EY-Parthenon and BookMyShow report finds 78 per cent Indians prefer experiences over products
MUMBAI: India’s live entertainment scene is no longer just about music, comedy or festivals. It is increasingly becoming a powerful stage for brands seeking deeper connections with consumers.
A new report titled Beyond Attention, Into Immersion by EY-Parthenon and BookMyShow suggests that India’s experience economy is entering a strong growth phase, driven by consumers who are choosing memorable moments over material purchases.
According to the study, the country’s live events ecosystem, which includes concerts, comedy tours, festivals and immersive exhibitions, is estimated to reach around Rs 17,000 crore in 2025. The growth reflects a broader cultural shift in how Indians spend their time and money.
The report finds that 78 per cent of Indian consumers now prefer spending on experiences rather than physical products. From attending concerts and festivals to participating in interactive brand installations, audiences are increasingly seeking engagement, community and shareable moments.
This change in consumer behaviour is particularly evident among younger audiences who want to participate rather than simply watch. Instead of passively consuming entertainment, many now look for experiences that allow them to interact, express themselves and connect with like minded communities.
For marketers, this shift has turned experiential marketing into a strategic priority rather than a promotional add on. Brands are moving away from interruption driven advertising and towards immersive formats that allow consumers to discover, test and emotionally connect with products.
The report suggests that experiential marketing now plays a role across the entire consumer journey. It can spark brand discovery, strengthen storytelling, encourage product trials and ultimately influence purchase decisions and loyalty.
The impact is already visible. Post event surveys conducted among 7,450 attendees at major events including Lollapalooza India and concerts by Ed Sheeran and Guns N’ Roses highlight the effectiveness of these experiences.
Around 59 per cent of attendees recalled brands they interacted with during the events, while 55 per cent said those interactions increased their likelihood of purchasing from the brand. A further 63 per cent reported that brand activations actually enhanced their event experience rather than distracting from it. Nearly 29 per cent also said the interaction improved their perception of the brand.
Brands are also changing the way they approach events. Instead of simply putting logos on stages or banners, companies are building experiences into the fabric of the event itself.
Financial services brands, for example, are offering early ticket access, exclusive lounges and curated event experiences for cardholders. Fashion and beauty companies are using festivals to showcase products through pop ups, interactive installations and social media friendly spaces that encourage visitors to share their experiences online.
The scope of experiential marketing now stretches far beyond live entertainment. Retailers are designing experiential stores where customers can explore products in lifelike environments. Entertainment platforms are extending popular intellectual properties into immersive exhibitions and fan events. Technology is also playing a growing role through augmented reality and virtual try on tools that blend digital discovery with physical interaction.
Cultural festivals remain one of the most powerful platforms for such engagement in India. Celebrations such as Navratri and Holi bring together large communities, emotional participation and heightened consumer spending. For brands, these moments offer an opportunity to become part of the celebration rather than simply advertise around it.
Despite the momentum, the report notes that some companies still hesitate to adopt experiential marketing at scale. Budget constraints, limited expertise and uncertainty around measuring return on investment remain common concerns.
However, the growing body of data around consumer engagement and brand impact is gradually addressing these challenges. More marketers are expected to allocate a larger share of their budgets to experiential formats over the coming years.
Taken together, the findings point to a clear trend. As consumers seek meaning, memories and moments worth sharing, live experiences are emerging as one of the most powerful ways for brands to stay relevant in a crowded media landscape.
