MAM
Care World TV gets into wellness products home shopping
MUMBAI: Seven Star Satellite managing director Ajit Gupta was watching home shopping channel Star CJ Network a few months ago when suddenly an idea popped up his head: “Why don‘t I extend this vending concept to even the health care segment in the channel I run – Care World TV?”
Come 13 June and his idea will fructify into reality when he launches the Wellness Mall, a three hour programming block on India‘s first healthcare channel Care World TV. A website providing information about preventive, curative and nutritive products is also being launched on the same day dovetailing with the launch of the programming block.
Additionally, on that day a three day exhibition called the Wellness Expo will be flagged off in Mumbai‘s Andheri West suburb, showcasing the range of products that will be hawked on air.
“There‘s very little knowledge and information about traditional, natural and alternative medicine in India,” he says. “We don‘t know what benefits these age old remedies can offer us. We don‘t know where we can get them. Hence quacks on the streets tend to step in and make a quick buck while duping the innocent.”
The Care World Wellness Mall will display products across six broad categories: beauty care, fitness and slimming, health and wellness, food and beverages, rejuvenation and alternative therapy. Gupta says non-disclosure agreements prevent him from naming the vendors who are getting onto the mall.
He will, however, be working with experts in various fields who will feature in short episodes five to seven minutes long or longer ones which are of 30 minutes duration. “We charge anywhere from Rs 5,000 for a five to seven minute slot of programming to as much as Rs 20,000 for a half hour slot. We will also produce the programme for any of our partners at a cost.”
Producer Gajendra Singh‘s brother Ashok Singh has been with the channel as creative director from inception, churning out TV shows for Care World TV and he will also be producing TV content for the Wellness Mall.
“We will be selling only FDA approved medicines,” he says. “The idea is a viewer watches our programming block and is then directed to call a toll free number to get advice from our experts. He can also go to our website to get more information about the cure which he is seeking. Only after he is made aware about all the benefits of the medicine and its side-effects, can he make a decision to buy it.”
Gupta reveals that the Wellness Mall has not involved a great deal of investment. But he may require big money if the experiment works well and he decides to launch a 24 hour wellness home shopping channel.
Gupta has been in the TV industry for quite a while having worked with channels such as Aastha, Zee TV before going onto partner cable TV operator Atul Saraf to launch Care World TV.
The company is extremely entrepreneurial and seeks to explore any revenue generation opportunity that comes its way.
Turnover is in double digit crore is all that Gupta is willing to disclose. “We have been funding the channel through internal accruals only,” he says.
“It gives us great pride that a small company like us has managed to impact the lives of so many people in India,” he says with a smile. “Viewers have been interacting with us through popular shows like ‘Ask the Doctor‘ and ‘The Psychology behind Love‘,” he points out.
The channel is available in about 45 million homes nationally, and on most digital cable networks.
“The wellness sector is booming,” says Gupta. “It is expected to touch Rs 950 billion by 2014. And the key driver is expected to be the 40 plus age group. We will be targeting tier 1, 2 and 3 cities, anyone whose annual income is more than Rs 2,00,000.”
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.
