MAM
Culture is the canvas: Virtue Worldwide’s artistry in branding
Mumbai: Virtue Worldwide, powered by the VICE media group, functions as a creative agency dedicated to constructing brands that emerge from within cultural contexts.
With a track record of delivering expertise, This agency assists brands in discovering an authentic voice situated at the heart of contemporary culture.
Through collaborative endeavors, This agency has partnered with renowned brands such as Coca-Cola, HBO, Logitech, P&G, General Mills, Johnnie Walker, Black Dog, Fastrack perfumes, Black & White, Puma, H&M, Volkswagen, McDonald’s, eToro, Red Bull, and Beats, aiming to amplify their narratives and create a lasting impact.
Indiantelevision.com in conversation with Virtue Worldwide creative head APAC Hayden Scott
Hayden boasts a 15-year career in advertising, excelling at agencies like Ogilvy and DDB. Known for revitalising brands, he reinvented Raymond and championed causes like girl-child education. Leading Virtue India’s creative team, he leverages cultural insights for brand success. Beyond work, he mentors at Miami Ad School, sketches urban architecture, and produces music. Hayden’s outstanding contributions garnered 75 awards, including D&AD, Cannes, and Effies. Recognised in the “Top 40 under 40 in marketing and advertising,” he earned the Copywriter of the Year award.
On Virtue Worldwide differentiating itself in the competitive landscape of creative agencies
Virtue is a creative agency that builds brands from inside culture. With a history of delivering expertise, we help brands find an authentic voice at the epicentre of culture. Our expertise encompasses brand strategy, creative storytelling, content creation, digital marketing, social media management, influencer marketing, experiential activations, and more. We believe in finding a unique voice for each brand and leveraging it to connect deeply with audiences. Through our integrated approach, we craft narratives, execute campaigns, and deliver measurable results that drive brand growth and cultural impact.
On Virtue Worldwide’s borderless approach contributing to its ability to assemble bespoke teams tailored to individual client needs
Our borderless approach at Virtue Worldwide allows us to assemble bespoke teams tailored to individual client needs by drawing on the diverse talents and perspectives of our team members in 17 cities across 13 countries. This global presence contributes to our unique cultural insights and expertise.
On Virtue Worldwide staying attuned to cultural trends and shifts to remain effective in building brands within evolving cultural contexts
At Virtue Worldwide, we’re deeply committed to staying in sync with cultural shifts and trends. Being a part of the larger Vice Media Group, we invest in our own cultural research, gaining insights, and having a continuous learning mindset.
Our proactive approach involves active participation in professional development, frequent attendance at industry conferences, workshops, and seminars. This ensures that we remain updated on emerging trends and evolving consumer behaviors.
On Virtue Worldwide balancing the need for creativity and innovation with the practical considerations of brand building in the modern marketplace
We do this by combining our industry-leading expertise with a passion for innovation. We embrace emerging technologies and digital platforms to enhance our creative capabilities while keeping a keen eye on the practical aspects of brand building.
On Virtue Worldwide envisioning its role and contributions to the advertising and brand-building industry in the future
We live in a world where users can choose to skip ads so for brands to remain visible, they need to find a role inside culture. Virtue Worldwide envisions playing a pivotal role in the advertising and brand-building industry in the future, filled with opportunities and transformative experiences by delving into insider marketing and building brands from within culture and integrating it with storytelling and innovations in technology.
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.
