MAM
Audible launches new sleep collection ahead of World Sleep Day
Mumbai: Audible, a leading creator and provider of premium audio storytelling, announced the launch of a new collection of podcast series in time for World Sleep Day. An annual event dedicated to emphasising the significance of sleep for overall health and well-being, World Sleep Day aims to address critical issues related to sleep, including medicine, education, social aspects and more.
The three Sleep Sound series are part of a new, curated Audible sleep collection, offering dedicated meditations, all-night soundscapes, ASMR and bedtime stories, designed to ease listeners into sleep. The collection includes the following:
. An enchanting bedtime story read by Pallavi Sharda: Australian actor and dancer of Indian origin, Pallavi Sharda narrates the tale of Princess Aubergine, a South Asian Sleeping Beauty fairytale, taking listeners on a magical journey towards slumber.
. Dreamy poetry read by Natalie Imbruglia: Inspired by the rugged Australian landscape, Natalie Imbruglia, an Australian singer-songwriter and actress, lends her voice to the series through a selection of verses from celebrated poet Dorothea Mackellar, creating a rich and immersive experience that leads listeners on a path to sleep.
. Water-based meditations performed by Cody Simpson: An Australian singer and actor, Cody Simpson, in his series, gently guides listeners to the land of nod with calming visualisations and enchanting soundscapes inspired by the serene beauty of water.
“Sleep is such an important part of our lives, especially in our society where hyper-productivity seems to be constantly rewarded,” said Audible Sleep Sound narrator Pallavi Sharda. “I really enjoyed my recording of a Sleeping Beauty tale with Audible, and hope it goes some way to helping listeners feel their nervous systems relax during their night time routine, and to feel more rested and rejuvenated when they wake up.”
“Good quality sleep is the most important gift we can give ourselves. Like a lot of artists, my most creative time can be late at night when everyone else is sleeping, so I can find it hard to get back into the routine of going to bed at a reasonable hour,” said Audible Sleep Sound narrator, Natalie Imbruglia. “Recording Dorothea Mackellar’s poetry was truly a magical experience. I was moved to tears while recording ‘My Country’, which made me fall in love with my homeland all over again.”
“I’ve changed, grown and evolved in many ways over the past few years, especially with the approach I take with my health and wellbeing as I set my sights on the Olympics,” said Audible Sleep Sound narrator, Cody Simpson. “As a training athlete, it’s so important to get plenty of quality sleep in order to recover effectively. I’ve enjoyed recording my guided sleep meditations with Audible and hope it will help others relax and unwind when they hit the pillow.”
Commenting on this launch, Audible, APAC VP and head of regional content Karen Appathurai Wiggins said, “In today’s fast-paced world, prioritising sleep is paramount for maintaining our overall well-being. Our 2023 wrap data also highlights that well-being and self-development top the charts when it comes to the most listened-to genres among Indians. This is why we are pleased to introduce our new sleep collection, further expanding our catalog to offer our members new ways to attain a good night’s rest. We wish them all sweet dreams!”
Audible’s Sleep Sound collection is available only on Audible.
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.
