MAM
GoQuest acquires China rights for Sudani from Nigeria
MUMBAI: Independent content distributor GoQuest Media today announced acquisition of Chinese language all media rights for the multi award winning Malayalam movie “Sudani from Nigeria” written and directed by Zakariya Mohammed. The movie has won multiple accolades in film festivals nationally as well as worldwide and has been rated 8.3/10 by IMDB.
Having won the FIPRESCI Award for Best Malayalam Film at the International Film Festival of Kerala, Audience choice award in Hero and Time International Film Festival 2019, Zhelesnovdsk, Russia, Top honours like best director award at International Film Festival Morocco, “Sudani from Nigeria” is now part of the official line-up at the prestigious Shanghai International Film Festival 2019.
Shanghai International Film festival is one of the biggest and most regarded film festivals in Asia. Since its beginning in 1993, Shanghai International Film Festival has grown to become an A-category international film festival and is recognized by the International Federation of Film Producers Associations as the first and only international non-specialized film festival in China. “Sudani from Nigeria” will be presented this week as a part of this prestigious international film festival which also happens to be Mainland China's largest showcase of global cinema.
Vivek Lath, Co-founder, Go Quest Media Ventures said, “We at GoQuest Media distribution aim to showcase the best of entertainment not just from India, but from across borders to world audience. There is always an appetite for good content irrespective of language or regions. It is our endeavor to bring great content to audiences internationally and “Sudani from Nigeria”, is a classic joie de vivre story and good content knows no boundaries".
Description: Description: https://ssl.gstatic.com/ui/v1/icons/mail/images/cleardot.gif Set in the backdrop of Malappuram Kerala (South of India), Majeed (Soubin Shahi) the manager of a local football club, hires Samuel ( Samuel Abiola Robinson) a Nigerian football player. Samuel encounters an accident and Majeed takes him to his village to recuperate. This leads to a series of events that changes the course of his life and those who take care of him. An unlikely bond develops between Samuel (nicknamed as Sudani) and the local villagers despite language barriers and differences in culture. What follows is a touching human tale of finding home and love in a far-away land.
Besides the positive critical response and bouquet of awards and accolades, “Sudani from Nigeria” also became an instant commercial box-office success, being one of the highest-grossing Malayalam films (South of India) of 2018 and has also gone on to perform very well amongst the diaspora in Gulf countries.
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.
