MAM
GiveIndia’s ‘Team for Humanity’ fundraiser supports COVID-19 aid in India
MUMBAI: Online giving platform, GiveIndia has launched the ‘Team for Humanity’ fundraiser to provide financial support to low-income families who have lost an earning member to COVID-19. This immediate financial aid can help ease the loss of grieving families who are at greater risk of falling further into poverty.
With 250,000+ families losing earning members to COVID-19, this aid will help them tide through this difficult time, as only 30 per cent of bereaved families can sustain for over a month in their current financial state. Through this fundraiser, low-income families of COVID deceased will receive a one-time cash support of Rs.30,000 (approximately $ 400/family), said the platform in a statement.
Through one of the largest collaborative efforts towards COVID relief, the initiative has already seen support from the likes of Virat Kohli, KL Rahul, Mary Kom, Dua Lipa, Lilly Singh, Pep Guardiola, Robert Pires, Yuvraj Singh, Sunil Chettri, Washington Sundar, Devdutt Padikkal and Kareena Kapoor among others. Companies including PUMA, Facebook, Myntra and Miss Malini have also joined the cause. DDB Worldwide is the communication partner for the fundraiser.
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GiveIndia founder 2.0 & CEO Atul Satija said, “COVID’s impact has pushed many families into poverty, especially those who have lost their only breadwinner and are facing hardships for everyday survival. It is heartening to see members of the sports fraternity coming together to help vulnerable communities – sports is a great way to unite people. We are grateful to Puma, DDB and others for supporting families of the COVID deceased through their Team for Humanity fundraiser.”
“PUMA is happy to partner with GiveIndia and DDB for the Team for Humanity fundraiser to support relief initiatives to help those impacted by COVID-19. Losing a loved one is heartbreaking and there are so many families dealing with all kinds of losses due to the ongoing pandemic. We hope this initiative helps vulnerable families across the country mitigate the impact of the pandemic as they take the first step to stability. Each donation- no matter the amount- will help families adjust to their new reality and come out stronger. Together, we can win the battle against COVID-19,” said PUMA India & Southeast Asia managing director Abhishek Ganguly.
Facebook India director and head of partnerships Manish Chopra said, “We’ve all seen the impact the pandemic has had across communities, and we are happy to partner with GiveIndia in their efforts to help affected families move forward. Facebook’s SocialForGood initiative is focused on supporting large community causes by bringing together public figures and creators to raise awareness and funding and it is heartening to see the sports and entertainment community coming together to help those in need.”
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.
