MAM
TTT and Hershey India launch AI website for personalised Valentine’s dedications!
Mumbai: Terribly Tiny Tales (TTT) has consistently woven heartwarming tales around the threads of love and cherished connections, striking a chord with its audience. TTT’s flagship IP, ‘Butterflies’ (that captures love in various dynamics) and Valentine’s have been synonymous for years now, with colossal success and in collaboration with Hershey India for the last two seasons. This year for its much-anticipated 5th season, ‘Butterflies’ powered by Hershey India is set to scale new heights to usher in Valentine’s Day 2024 while retaining the original core of the IP. In a significant stride towards innovation and infusing a special touch into the campaign, TTT is not only expanding its creative prowess but also venturing into the tech domain by launching a custom dedication website for #YourForevers which will be live till February ‘24. With this distinct, cutting-edge portal fueled by Generative AI, TTT empowers users to craft customized SMS messages for their loved ones – adding a layer of sentiment to their storytelling. This strategic move positions TTT at the intersection of content and technology, reaffirming its commitment to pushing boundaries and delivering unique experiences to its audience.
This season, with the help of this brand-new generative AI-focused website, TTT ‘helps you voice for every relationship of your choice’. The platform aims to create tailored dedications, celebrating all kinds of love this Valentine’s – be it the enduring love between friends and couples, the cherished family bonds the nuanced dynamics of sibling relationships or any other forms of connection. The AI process seamlessly integrates user inputs, generating personalized dedications with custom images and songs in a classic retro style, thus delivering a tailored mixed tape that captures both present love and futuristic storytelling in mere seconds.
For example, consider a scenario where a friend desires to convey the essence of their bond. The user inputs all the key details into the generative AI platform about their friendship – shared experiences, defining moments, and the emotions he/she wishes to express. The AI weaves this data into a heartfelt poem, incorporates a customized image that resonates with the message and sets it all to a selected song that holds a special meaning. This unique creation, celebrating their friendship is then delivered directly to the recipient’s inbox.
The entire campaign caters to a diverse audience of all age groups and revolves around the simple concept that being romantic at heart doesn’t always translate to romantic actions, and TTT addresses this challenge at scale, maintaining a personalized touch at the same time. While creative storytelling remains at TTT’s core, the brand is adopting fresh, modern formats to narrate familiar tales in 2024. Moreover, top dedications on the platform will stand a chance of becoming a film in Butterflies S5.
TTT founder and CEO Anuj Gosalia said, “With the world moving towards generative AI, we have stitched real love and Artificial Intelligence together by building the country’s largest dedication portal to help you express your love this Valentine’s. Personalization is a powerful tool for making consumers feel valued and understood. We have been working on this project since November ‘23 and, as we launch this website just ahead of the romantic season, we invite you to join us in the art of personalized storytelling. Also, stay tuned for the upcoming 5th season of ‘Butterflies,’ our flagship web series in collaboration with Hershey India – capturing diverse love dynamics with its rich storytelling which has always kept the audience enraptured. We’ve pulled out all the stops to make this season bigger and better.”
Hershey India marketing director Ankit Desai said, “Valentine’s Day is a celebration of love in its myriad expressions, from the profound connection between spouses to the bittersweet relationship between siblings, and the everlasting ties shared with parents. Over the past three years, we have been building and strengthening the ethos of our campaign ‘YourForevers’. To bring alive this, we are thrilled to yet again associate with Terribly Tiny Tales for the upcoming season of ‘Butterflies’. As we eagerly anticipate the romantic tales and heartfelt content that will surely strike a chord with the viewers, we are equally excited about TTT’s launch of their Generative AI portal that adds another dimension to the campaign. Embodying innovation at its core, this portal is a canvas for heartfelt messages, elevating the art of expressing love in the digital age. Our strategy seamlessly integrates creativity, strategic execution and cutting-edge technology, enabling heartfelt connections across diverse relationships. Through the AI portal, we want to enable consumers to express love to their forevers while providing a truly personalized and meaningful experience.”
Strategically slated for a pre-Valentine’s Day launch, the website launch campaign will leverage social media platforms for widespread promotion. Additionally, TTT will be collaborating with multiple influencers, who will use the portal to dedicate original songs and express how they feel. The brand is eyeing to generate 10K + submissions through the portal and maintaining a dynamic buzz around the campaign. So, unleash the power of personalized storytelling, create unique dedications, and make this Valentine’s Day unforgettable for your loved ones. Just like love has no limits, so does the portal! Feel free to utilize it as many times as you want to.
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.
