MAM
Update Geotarget launches digital campaigns to elevate country’s first narrowcasting platform
MUMBAI: Update Geotarget has launched the digital campaigns #AbDigitalKaPowerTVPe and #MakeAnAdForEveryIndia to reach media planners and marketers who aim to connect with consumers across India, targeted locally through regional, relatable and relevant content.
#AbDigitalKaPowerTVPe enlightens media planners and brand managers about Update Geotarget’s solution that enables them to reach audiences across the country. With a selection of diverse ad formats on 2,500+ free-to-air cable TV channels, the narrowcasting ad platform delivers the brand message deep and wide with minimum spillover. With the help of its geotargeting platform, Update allows marketers to slice and dice the brand message with high precision. It helps to target the right audience and create effective campaigns from the word go.
#MakeAnAdForEveryIndia highlights the significance of personalised messaging and advertising to reach Indians with varied purchasing and consumption patterns in every region. In a diverse country with 700+ dialects and 60+ scripts, Update Geotarget’s platform empowers brands to effectively communicate with their target audiences in the their mother tongue, or the language they think in. With inventory on high quality hyperlocally curated regional content, the platform delivers a highly engaged audience to marketers.
Only 10 per cent of India’s population lives in the top 10 metros, the majority thriving in rural areas. However, digital literacy is much higher in metros. This points to a gap that has been challenging brands and marketers when they design pan-India consumer engagement campaigns. The campaign thus highlights the uniqueness of every region in India and the need for regional and multilingual approach to engage with consumers.
Update Geotarget is India’s first-ever narrowcasting advertising solutions agency that has grown to become the only all-India advertising concessionaire for many multi-service operators (MSOs), serving over 120 million households across more than 8,000 towns.
Update Geotarget founder and MD Sharad Alwe said: “In India, every region is unique and it is a vast, diverse nation – especially in regions beyond metros. Through our digital campaigns, #AbDigitalKaPowerTVPe and MakeAnAdForEveryIndia, we wish to apprise planners and brand managers about our innovative solutions and ability to reach 500 million individuals.” He added: “With Update Geotarget’s state-of-the-art platform, we connect where the internet cannot. With our inventory of cable channels, we want to target every audience with minimal spillover through narrowcasting.”
Update Geotarget, with its pioneering solutions in ‘narrowcast’ advertising, bridges the gap via hyperlocal targeting, deep penetration and cost-efficiency. This enables media planners to go beyond metros to cover their target consumer base effectively.
#AbDigitalKaPowerTVPe and #MakeAnAdForEveryIndia will be displayed on targeted digital platforms. They will direct marketers to Update Geotarget’s solutions to create campaigns with a pan-India reach and hyperlocal targeting, resulting in optimal return on investment.
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.
