MAM
upGrad promises #KaamKiDegree for MBA aspirants in new ad
NEW DELHI: Ed-tech company upGrad has come up with a new campaign called #KaamKiDegree to promote its MBA vertical. Conceptualised by The Womb, the ad taps into the surging demand for online upskilling amid the pandemic, and seeks to spread awareness on the importance of getting a degree which will help execs climb the corporate ladder to a better position and role.
Shot remotely, the video reflects on the nostalgia of the quintessential childhood game of musical chairs. It highlights the dearth of seats for MBA degrees from ‘good’ universities, thereby reinforcing the brand positioning of Sirf Naam Ki Nahin, Kaam Ki Degree.
The company’s previous campaign featuring a donkey was a big hit and generated quite a buzz on social media. The ad showed employees coming to lick a donkey – or an ass in other words – in hopes of pleasing him. The donkey symbolises the boss, who gave priority to sycophancy over talent. At the end, the protagonist refuses to lick the donkey and ends the film by saying that he needs specialisation, not ass-licking, to get ahead in his career.
upGrad CEO – India Arjun Mohan said, “Our Donkey ad, owing to its bold messaging, was received well by our target audience and saw tremendous traction amongst users. We have also been able to translate the traffic into revenue, especially our management vertical which has seen an uptake for MBA programs.”
The Womb co-founder Navin Talreja said, “It is a poignant take on the education system and admissions infrastructure in the country which is enabling the growth of the ed-tech industry. We believe it will connect with students who despite being good do not get opportunities to pursue their dream education.”
Suyash Khabya, creative head at The Womb, added that the ad is rooted in culture and reality and offers one of the deepest insights to be seen in Indian advertising for a while.
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.
