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E&Y elevates Farokh Balsara to M&E Practice leader EMEIA region
MUMBAI: The research, audit and consulting major Ernst & Young (E&Y) has promoted Farokh Balsara to the Media & Entertainment (M&E) industry leader for Europe, Middle East, India and Africa (EMEIA) region.
Based in Mumbai, Balsara has been E&Y‘s M&E Practice leader in India for over a decade. In his new role, Balsara will now drive the sector program throughout Europe, Middle East India and Africa. He is the first partner from India to lead a sector at an EMEIA-wide level.
EMEIA area comprises 12 sub-areas – Africa; Belgium and The Netherlands; Commonwealth and Independent States; Central and South-East Europe; Algeria, France and Luxembourg; Financial Services Office; Germany, Switzerland and Austria; India; Mediterranean; Middle East and North Africa; Nordics; UK & Ireland.
E&Y accounts, industries and business development leader – EMEIA Julie Tiegland said, “Over the last several years, he (Balsara) has built what is undoubtedly India‘s leading M&E Practice among all professional services firm, advising both Indian and multinational M&E companies.”
“The appointment is also reflective of the growing importance of the Indian M&E sector on the global landscape and also of the strength of Ernst & Young‘s media and entertainment practice in India. As the M&E sector increasingly converges across boundaries, Farokh‘s knowledge and experience will be deeply valued by our clients across the EMEIA area. M&E is a priority sector for our firm globally and we are seeking to significantly strengthen our M&E market presence across the EMEIA region,” Tiegland added.
Balsara said, “I am looking forward to taking on my new responsibilities as Ernst & Young‘s EMEIA leader for M&E Practice. E&Y is the market leader in working with the M&E industry and we would continue to strengthen our market leadership position. We have a strong M&E industry practice in France, Germany, UK, Italy, Spain, India and the Nordics and with the challenging business environment, our endeavor would be for our clients to benefit from cross coordination of ideas and best practices between developed and emerging markets. In my new role, I am looking forward to working with a strong EMEIA-wide team of professionals to significantly ramp up our Transactions and Advisory practice for M&E and growing the business through the provision of fresh, innovative services to our clients.”
Balsara has over 25 years of experience and has extensively advised several large Indian M&E companies in risk management and in improving the efficiency and effectiveness of key processes.
He is also experienced in performing a variety of market reviews and feasibility studies, and developing entry strategies for multinational M&E companies desiring to establish a business presence in India. In the past, he has also specialised in providing a range of Transaction Support Services (due diligence reviews, Valuation, M&A support, etc.) to multinationals, strategic investors and private equity funds across sector categories including television, films, new media, radio and music, advertising and marketing and print.
E&Y‘s key M&E clients in EMEIA include Bertelsmann, Pearson, Lagardere, Publicis, Technicolor, Reed Elsevier, Vivendi and Axel Springer amongst others.
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.
