MAM
Visa launches new brand identity in India
MUMBAI: Visa International has unveiled new brand identity. The company’s Reliance Any Time Money Card will be the first Visa payment product that will have the new Visa brand identity and design in India.
The change includes a new look for the blue, white and gold Visa logo as well as a change in several card design features. Visa International has introduced a new card design and branding globally to provide enhanced security features and offer member financial institutions increased business opportunities.
Commenting on the new brand being launched in India, Visa International Asia Pacific country manager – South Asia Santanu Mukherjee said, “The Visa brand has always stood for the highest level of security, convenience and flexibility. Today, Visa is much more than a credit card company. Visa symbolises credit, debit, prepaid and commercial payments, as well as interbank money transfers. This new and evolved brand design reinforces the Visa brand promise, responds to the evolving payment industry needs and is not restricted to a particular payment segment or channel but can be used in multiple environments and for multiple payment types and services. We will work closely with our member banks, merchants, partners and other agencies to ensure that the benefits of the new design meet their full potential.”
“Member banks in India issuing new cards or replacing old cards will begin to do so with the new Visa logo and brand identity and enhanced security features. This will be a gradual process over the next couple of years before all Visa-branded cards will sport the new logo and card design features in India. Until then, consumers can continue to use their valid Visa cards to make purchases and avail of the benefits of paying by plastic,” he added.
The new design includes an innovative holographic magnetic stripe on the back of the card. This new security component combines the ‘easy to recognise-difficult to reproduce’ hologram with the functionality of the magnetic stripe, making the card more difficult for fraudsters to reproduce and easier for merchants to recognize.
Visa has also enhanced the signature panel with a tamper-evident element and a ‘Void’ pattern underneath to provide extra levels of security. The new design supports the inclusion of the EMV chip, which has seen a significant uptake of over 35 million cards in Asia Pacific.
Visa’s brand framework is being updated so that it reflects the growing choice of payment products and services that are available to buyers and sellers worldwide. The Visa brand framework has been made more flexible so that it can support new products and services both now and in the future and can take advantage of new areas of opportunity.
As part of the updated brand framework, the Visa mark or logo has evolved into a fresh, contemporary look, which ultimately will be featured on all materials including merchant decals and Visa payment cards. The new design continues to use many of the successful features from the current Visa design, including prominent use of the Visa brand name, the blue, white and gold colors, and the italicized typestyle.
The new design allocates more surface area to member banks for their business or brand messages. Member banks will have more flexibility to make distinct, creative changes to the design, colour, shape and layout of the Visa cards they issue.
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.
