MAM
CNBC, Infosys Technologies host seminar on ‘Infrastructure and the City’
MUMBAI: CNBC-TV18 and Infosys Technologies undertook an initiative to reawaken the State and Central Government to meet the Infrastructure demands of Mumbai by organising the second in the series of discussions on ‘Infrastructure and the City.’
The ‘Infrastructure and the City’ discussions are a series of debates bringing together eminent citizens, representatives of concerned corporates and government representatives to discuss and arrive at a beneficial action plan for improving infrastructure in cities like Mumbai, Bangalore and Delhi.
‘Infrastructure and the City: Focus on Mumbai’ brought out issues related to Governance framework, Civic administration, Roads and Public Transport, Housing and Social Infrastructure. Elements like Ports, Water Supply, IT and Telecom Infrastructure, Planning and preservation of public spaces, amenities and coastal ecosystem, were also discussed with an aim to generate implementable recommendations and thus coerce the State and Central Government to take swift action on infrastructure development, critical to the development of Mumbai.
Participating in the discussions were eminent personalities like Tata Teleservices Ltd chairman Firdose Vandrevala, Government of Maharashtra secretary (special projects) General Administrative Department Sanjay Ubale, MMRDA joint commissioner T Chandrashekhar, National Slum Dwellers Federation and Ramon Magsaysay Award winner Jokin, Urban Infrastructure Expert architect Charles Correa, IDFC former MD Nasser Munjee (currently with the Infrastructure Advisory team, KPMG), Hindustan Construction Company CMD Ajit Gulabchand, CMD, Konkan Railways managing director MB Rajaram and Infosys’ Mohandas Pai.
The first ‘Infrastructure and the City’ discussion was also held in New Delhi, on 2 December with Delhi chief minister Sheila Dikshit inaugurating and participating in the forum. The ‘Infrastructure and the City’ forums will travel throughout the country to all major metropolitan cities, in an attempt to bring together citizens, representatives of concerned corporates and government representatives who genuinely make a difference to the cities infrastructure. The forums will be part of the ongoing effort at maintaining active dialogue between various stakeholders in a city. These dialogues will be structured around sub-themes specific to the city.
Speaking at the forum, a CNBC-TV18 spokesperson said, “We at CNBC TV18 believe that corporate India needs to exert pressure on local governments and the center to give greater attention to cities, which should translate into greater budgetary allocations, more accountability of public service providers, greater competition in basic services, investments in roads, public transport and other civic infrastructure and above all, revamping the governance structure to improve social and physical infrastructure in cities.”
This initiative will be followed up regularly on CNBC-TV18 by way of special programs from time to time that will bring to light, city specific problems and solutions for the benefit of the national audience.
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.
