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UNIBIC Bradman Cup 20/20 tournament in India
BANGALORE: Unibic Biscuits India Pvt Ltd (UBIPL) today announced the ‘Unibic 20/20 for Bradman Cup’ tournament to be held at the Chinnaswami stadium in Bangalore from 19th to 21st August 2005.
“We are delighted to bring the future of cricket by way of this tournament to India, where we will showcase international teams battling on the cricket ground. Traditionally, Unibic Bradman chocolate chips has been associated with Sir Donald Bradman and the game of cricket and we are the only company in the world, which has been given the rights to use the legend’s name for our product,” said Michael Quinn, chairman UBPIL and MD Unibic Australia, which is the parent company.
“DD Sports will telecast the event live. We are open to co-sponsors. Our aim in this venture is not to make money out of this event, but corporate social responsibility. There may be another Sachin among the underprivileged poor children of India, our goals for this tournament are those of the Bradman Foundation,” added Quinn. Quinn, himself a cricketer, has partnered Dean Jones as an opener in the Shield league games in Australia.
In India, Unibic has launched two brands – ANZAC and Bradman in the first phase. The company will be bringing in additional specialty brands this year and target a national presence by end 2005.
Chocolate chip cookies were reportedly the legendary Don’s favorite cookies, and for the very first time, the Bradman Foundation has given the rights to use Sir Donald Bradman’s name to Unibic India exclusively. These cookies which proudly carry the Don’s name, represent the character of the man and in association with the Bradman foundation, will directly support the development of India’s under-privileged children says a Unibic information sheet.
“Lance Klausener, Dean Jones, members of the Sri Lankan and Pakistan teams, other international cricketers as well New South Wales, Karnataka Cricket teams will participate in the tournament,” said commentator Charu Sharma.
“We’ve the blessings of the BCCI and probably the President of the BCI will grace the awards ceremony said past cricketer and president of the KSCA, Brijesh Patel.
A one-minute raw unedited TVC shot by director S Nanda Kumar of 2Streams was run during the press conference.
Unibic has a presence in Australia, New Zealand, US, UK and Canada, though their only manufacturing facility outside Australia is based at Bangalore, India at a cost of Australian$5 million (around Rs.150 million). Unibic Australia had revenues of Austrailan$40 million.
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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.
