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Confiance bags Specta PR account to shape surface-level storytelling into national design buzz
MUMBAI: Confiance Communications has secured the public relations mandate for Jaipur-based luxury quartz brand, Specta Quartz Surfaces. The partnership aims to reimagine home aesthetics with a focus on design consciousness, sustainability, and cultural relevance.
As Indian homeowners lean towards personalised, sustainable interiors, Specta and Confiance have set their sights on transforming the quartz slab maker into a lifestyle brand with cultural depth and national appeal. The timing aligns with an inflection point in Indian design sensibilities, where statement surfaces and ethical design matter more than ever.
Confiance will roll out a long-term communications blueprint that blends high-impact storytelling with media visibility, innovation showcases, and thought leadership. The aim: to strengthen Specta’s voice among architects, designers, and homeowners who think beyond the usual stone and polish.
“Specta is building a distinctive voice in the surfaces category—rooted in Indian culture yet global in aesthetic sensibilities, material innovation, and sustainability. Our goal is to unlock deeper brand meaning and elevate Specta into national conversations around conscious luxury”, said Confiance Communications founder & chief strategist Bushra Ismail.
Specta Quartz Surfaces communications and sustainability head Akshat Jain said, “At Specta, we’ve always believed that surfaces do more than finish a space—they define its soul—and we approach our aesthetics with the same mindset. As we enter our next phase of growth and expansion, our focus is to lead the conversation around design-forward, design-conscious living. Partnering with Confiance gives us the strategic power to translate that vision into a narrative which can inspire homeowners, architects and designers to think beyond utility and embrace surfaces as expressions of identity and culture”.
In the months ahead, Confiance will steer Specta through a slate of initiatives — from seasonal cultural storytelling to pop-culture campaigns, and commentary that shapes how Indians perceive surfaces as symbols of value. The agency will also help sharpen Specta’s sustainability and ‘Make in India’ storylines, spotlighting its low-waste production, non-toxic materials, and social impact credentials.
With this mandate, Confiance adds another feather to its portfolio, proving once again that some of the most powerful design stories start at surface level.
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.
