MAM
Publicis India names Aman Mannan and Shitu Patil as joint national creative directors
Mumbai: In a bid to strengthen its creative leadership, Publicis India, a part of Publicis Groupe India, has appointed Aman Mannan and Shitu Patil as joint national creative directors (NCDs). In their new roles, the duo will lead the creative vision for all brands at Publicis India, and report to managing director, Oindrila Roy.
Aman has nearly 25 years of experience across leading agencies such as Interface Communication, McCann Erickson, DDB Mudra Group, and Leo Burnett India. Under his creative leadership, these agencies earned widespread acclaim at prestigious events such as Cannes, The One Show, Clios, LIA, ABBYs, and Effies (India and APAC), among others. Additionally, he has served as a jury member at Goafest, Radio Mirchi Awards, and OOH Awards. Aman has worked with a range of brands such as P&G, Unilever, Coca-Cola, Mahindra and Mahindra, Godrej, Sony, Amazon, HDFC Bank, HDFC Life, among others. He has also co-authored the story and screenplay for the popular web show ‘Saas, Bahu aur Flamingo’, earning the nomination for Best Screenplay at the Filmfare OTT Awards.
A dynamic creative leader with 23 years of advertising and branding experience, Shitu joined L&K Saatchi & Saatchi in 2022, starting her second stint with the Groupe. She has worked with leading agencies like Lowe Lintas, FCB and Publicis Ambience. She also successfully ran her own design agency, Plus One. Shitu’s accolades include D&AD, Effies, ABBYs, and Kyoorius awards, along with jury roles at D&AD and ABBYs. Her diverse brand portfolio features Lakme, Raymond, Cartier, Renault, and others.
In the new roles as NCDs, Aman and Shitu will leverage their expertise to lead the agency’s creative vision across all offices in India.
L&K Saatchi & Saatchi and Publicis India CEO Paritosh Srivastava said, “Publicis India has been on an amazing journey of resurgence in the past two years, with a focus on both growth and creative excellence yielding rich dividends. Our impressive portfolio of work and client roster rival that of any top agency in the country. The search for the perfect blend of creative talent and cultural fit was challenging, but in Aman and Shitu, we have found a team of rare creative talent that spans the entire spectrum of creativity. We are confident that these two wonderful people will inspire our teams and clients to new heights.”
Publicis India MD Oindrila Roy added, “Aman and Shitu are a powerhouse of creativity and their experience in delivering award-winning work reaffirms this. We are confident that as NCDs, they will inspire our teams with new energies. We are certain that their creative prowess and strategic acumen will contribute to the continued success and growth of Publicis India.”
Shitu said, “My journey at the agency has been nothing short of exciting and full of learnings. I am thankful to Paritosh, Oindrila, and the entire team for their continued trust and support. I really believe we are as good as our people and my focus is going to be on uplifting and strengthening our teams further to create distinguished work and take both our clients and agency to greater glory. I am excited about this new journey and look forward to closely working with Paritosh, Oindrila and Aman.”
Aman added, “I am looking forward to working closely with Paritosh, Oindrila, and the team to build on the great work they have already done. I hope to create state-of-the-art solutions, placing art firmly at the centre of our endeavours and infusing new-age work with age-old wisdom. I aim to integrate the best practices of cinema writing and thinking into our projects, contributing to the development of a unique voice for Publicis India.”
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.
