MAM
AI, aye Captain, Shekhar Kapur to steer Studio Blo’s ethical vision
MUMBAI: In a plot twist worthy of his own films, Shekhar Kapur has boarded the AI express, this time not behind the camera, but at the helm of innovation. The celebrated director has been named chairperson of the Board of AI Ethics & Creative Stewardship at Studio Blo, a move that fuses reel-life mastery with real-time tech.
Studio Blo, the next-gen content studio making waves with AI-powered filmmaking, is counting on Kapur to lead the charge as it navigates the tricky intersection of creativity, culture, ethics, and artificial intelligence.
Commenting on his appointment, Shekhar Kapur said, “AI is not here to replicate the past it’s here to create entirely new forms of cinematic expression. I believe AI films will soon stand as a genre of their own, unbound by traditional definitions of cinema. Studio Blo is doing some of the most cutting-edge work I’ve seen globally, and I’m excited to shape a future where imagination is limitless, and technology is the brush.”
And if anyone can lend gravitas to that future, it’s the man behind Elizabeth, Bandit Queen, and Mr. India. With a Padma Bhushan, a BAFTA, and a shelf full of national and international accolades, Kapur brings not just credibility but a cinematic sensibility that’s both visionary and deeply human.
Studio Blo, meanwhile, isn’t just dabbling in AI, it’s diving in head-first. With collaborators ranging from Warner Music and YRF Films to Dentsu and Nykaa, the studio is rewriting the rules of filmmaking, blending old-school craft with cutting-edge AI workflows.
Studio Blo co-founder and CEO Dipankar Mukherjee said, “Shekhar Kapur’s association with Studio Blo is both an honour and a powerful validation of our vision to disrupt content production and filmmaking through AI. His mentorship will not only guide our global expansion but will also help us invent a bold new grammar of storytelling, one where AI becomes a co-creator of cinematic experiences rather than just a tool.”
With Kapur now in the director’s chair of ethics and imagination, Studio Blo’s script just got a lot more exciting and perhaps even Oscar-worthy.
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.
