MAM
Hong Kong Tourism Board launches marketing campaign in India
MUMBAI: Hong Kong Tourism Board (HKTB), which is celebrating 2006 as the Discover Hong Kong Year, launched its promotional campaign in India. The 2006 Discover Hong Kong Year campaign is a part of the organisation’s global initiatives to promote the country’s tourism sector.
Officiated by HKTB’s South and Southeast Asia regional director David Leung, the launch held in Mumbai showcased the colourful journey of discovery of Hong Kong’s new image with its array of diverse and multidimensional offerings leveraging on the opening of various tourism projects in Hong Kong in 2005 and 2006.
Addressing the guests at the launch event, Leung said the 2006 Discover Hong Kong Year global marketing campaign would not only generate immediate visitor arrivals, but also provide the impetus for sustained growth from the Indian market during the coming years. The campaign is expected to bring total arrivals to a new record of 27 million and total tourism expenditure to exceed the HK$100 billion mark to reach HK$114.7 billion.
“India is a very important market for Hong Kong. Last year, we welcomed 244,364 Indian residents, the highest number ever, and the 11.2 per cent growth in arrivals in the first ten months of 2005 equally underlines the depth of Hong Kong’s appeal in India, one of our key markets in this region.” he said.
As a prelude to this global promotion, Hong Kong recently hosted a shoot for the popular Star Plus serial Kavyanjali. The shoot was held in various Hong Kong’s attractions including Hong Kong Disneyland, Ocean Park, Avenue of Stars, Murray House, and Symphony of Lights.
This promotion was further supported by a consumer contest with Radio Mirchi in Mumbai; and HKTB has also developed a drama map titled “Discover Kavyanjali in Hong Kong” with Hindustan Times as the media partner to bring visitors on the trail of the Kavyanjali’s Hong Kong experience.
To maximise the campaign’s impact and effectiveness, high yield business travellers from India will be one of priority market segments for HKTB. “More than 60 per cent of our overnight arrivals from India come on business. We’ll therefore take advantage of our new tourism assets and host mega events to encourage business visitors to stay longer and also bring companions with them, so that their loved ones can experience Hong Kong’s myriad attractions.” added Leung.
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.
