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Komli Mobile and Yoose team up for ad sales partnership
MUMBAI: Komli Mobile, a division of Komli Media, has entered into a sales partnership with global hyper-local mobile ad network Yoose.
The partnership’s initial focus will be India and South East Asia and will strive to augment Komli’s existing mobile advertising services for brands and agencies with new hyper-local and rich media capabilities, powered by the Yoose network.
The strategic tie up between Komli Mobile and Yoose provides an option for brands in the region looking to capture the dual benefits of reach and relevance in the mobile channel through targeted consumer engagement.
The alignment with Yoose is another step towards furthering Komli’s vision to continually deliver across the digital display advertising spectrum for its clients and introduces the power of hyper-local in an accessible, measurable and effective way for advertisers.
Komli Mobile VP Amit Bhartiya said, “As leaders within the digital media advertising space across India and South East Asia, our objective is to add a hyper-local offering into our mix that ensures setting best-practice standards for mobile geo-targeting and engagement, both for our clients and their consumers. We consider the Yoose partnership to be fundamentally important in achieving this and are confident of the significant value this will bring to advertisers across India and South East Asia.”
Yoose CEO Christian Geissendoerfer said, “Our partnership with Komli can now realise the rapid growth of smartphone adoption and potential of scale across India and South East Asia through mobile geo-targeting and give advertisers the means of maximising those advantages with campaigns that drive measurable, commercial results. We look forward to contributing to the success of Komli’s digitally innovative clients as they launch their hyper-local mobile campaigns.”
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.
