MAM
WPP to host second series of CX India in partnership with Adobe
NEW DELHI: WPP is all set to host the second session of its CX series, to be held on 26 November 2020, in partnership with Adobe. Recognising the importance of CX in today’s day and age, the session will discuss a human-centred design approach and design thinking methodologies, with design, experience and technology experts sharing their thoughts on how to reframe CX strategies in an agile landscape. A previous session featuring Kantar had focused on Indian brands which had the experience advantage, including those within media, telecom, digital devices and digital services categories.
The key speakers for the session will include VMLY&R global lead — human-centred design and CX executive director Jason Gaikowski, VMLY&R co-CEO Asia Tripti Lochan, Adobe India head of solutions consulting Ayshak Venugopalan, and Licious chief business officer Meghna Apparao.
CVL Srinivas, country manager – India for WPP said, “The customer journey has become more complex than ever. Traditional avenues of reaching consumers are now being replaced by virtual touchpoints. Technology has created opportunities for brands to create unique, compelling and even personal customer experiences. With the right mix and strong design approach, brands can differentiate themselves from the competition and continue to interact and stay connected with their consumers.”
Jason Gaikowski said, “Covid2019 has essentially pulled technology adoption forward by a decade. While this has had an obvious impact to more mature technologies involving data, commerce, and contactless services, it’s had an even stronger impact to emerging tech; particularly in the AR/VR and game-world space. With these technologies, brands have the opportunity to replace and enhance the experiences that otherwise relied on place and space. With so much of society; work, school, medicine; moving online, it’s an amazing opportunity to redesign what we experience in these digital places and spaces.”
Tripti Lochan said, “India has incredible opportunities for CX thinking and innovation. It's a space in which most leading brands are now looking to invest, and those who aren't need to get there quickly. Great CX is about connecting a brand to its consumers on an emotional level, across devices, platforms and mediums. Consumers today live in a connected world, and brands need to keep up.”
“The CX race is to earn your customers trust and loyalty. This means you must understand them better than anyone else, and deliver exactly what they want when they need it. It's easier said than done. Businesses need to re-architect their systems around the customer, which changes the way they operate. Failing to realise this, there goes your competitive advantage,” added Vyshak Venungopalan.
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.
