MAM
BCCL & Shoppers Stop ink licensing deal for Femina Flaunt
MUMBAI: Bennett, Coleman & Co and Shoppers Stop have formed a strategic partnership to extend Femina into the consumer products space.
As part of this ‘co-create and co-own’ partnership, BCCL will license ‘Femina Flaunt’ to Shoppers Stop, to design, develop, and retail the brand, exclusively across Shoppers Stop stores, in the core fashion categories – apparel, footwear, accessories and bags. Flaunt is the retail identity developed by BCCL for Femina.
BCCL managing director Vineet Jain said, “This is in line with our brand extension strategy to partner with the best-in-class players to unlock immense hidden value in many of our marquee brands. As a group, we’ve always been ahead on the innovation curve, and this partnership is another such example.”
Shoppers Stop customer care associate & managing director Govind Shrikhande added, “In line with our brand philosophy of Start Something New, we have embarked on a new partnership with the BCCL group to launch ‘Femina Flaunt’ in our stores. The premium positioning of this brand fits seamlessly into our diverse portfolio of premium brands. We are positive that ‘Femina Flaunt’ will be a huge success with our discerning customers.”
BCCL director & business head brand extension Sandeep Dahiya said, “It’s a unique partnership that brings together complementing strengths from two formidable industry leaders, in a format that’s a win-win for both. With Shoppers Stop as the partner, we’re confident of stability, sustainability and most importantly, scalability of our brand, in these categories.”
The ‘Femina Flaunt’ range will be retailed exclusively through 300-400 sq feet of dedicated shop-in-shop space, within Shoppers Stop stores. The range will be launched in the Fall-Winter season this year, and will be available across 20 Shoppers Stop stores to begin with, and going upto 50 stores by the third year.
Highlighting the uniqueness of the partnership, Dahiya added, “This partnership re-formats the existing licensing template in India, by creating a unique ‘co-create, co-own’ model that creates far more value at both ends. It not only gives Shoppers Stop a great opportunity to add one more strong franchise to its portfolio of premium labels, but also helps BCCL unlock significant value in its marquee brand, while still retaining the ownership of the brand.”
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.
