MAM
Ravindra Jadeja represents Caltex® lubricants in its new TVC created by Madison Loop
Mumbai: Caltex® Lubricants is an industry leader and pioneer in the lubrication industry, providing a comprehensive range of high-quality lubricants, backed by cutting-edge technology and innovation for the past eight decades. This legacy was mirrored in their latest television commercial (TVC), ‘Caltex Yaani Commitment’, featuring the versatile cricket superstar, Ravindra Jadeja. Conceptualised and executed by Madison Loop, the TVC aims to unlock the full potential of the Indian market by strategically selecting Jadeja as the face for the brand.
The TVC opens with a key moment in a match where Jadeja needs to make a winning shot. As the anticipation builds, the viewers are taken into a brief flashback that showcases Jadeja’s commitment and dedication to honing his skills. The TVC seamlessly draws comparisons between Jadeja’s abilities, and the comprehensive range of high-quality lubricants offered by Caltex, each with its own unique attributes and performance characteristics. The transitions between Jadeja’s cricket skills and the Caltex products’ unique selling points are seamless, emphasizing the brand’s commitment to delivering consistent and reliable performance, just as Jadeja does on the cricket field.
Madison Media Alpha has taken a 360-degree approach to develop an impactful media plan to maximize reach.
“Creating this TVC for Caltex has been a remarkable journey for us. We worked closely with Caltex and HPCL while scripting the TVC – marrying Jadeja’s all-rounder appeal with the all-rounder nature of products in Caltex’s stable. This TVC reflects our commitment to delivering a powerful and impactful campaign that resonates with the brand’s core values and the needs of its customers.” said Madison Loop VP Kosal Malladi.
Sharing his experience, Madison Loop creative director Siddhartha Bose said, “Working on this TVC has been a fantastic experience. Team Caltex worked with us every step of the way, and really enabled us to capture, and bring to life, the spirit of commitment shared by Caltex and Ravindra Jadeja.”
Chevron International products (IP), general manager, marketing and sales support Marc Bouchebl comments on the launch the new TVC, “We are thrilled to go live with a television commercial in collaboration with Ravindra Jadeja, our Caltex brand ambassador in India. His passion, dedication to the game and success story align seamlessly with the values of the Caltex brand. With his support, we aim to reach a wider audience across India and reinforce Caltex’s position as the all-rounded lubricants provider for our customers.”
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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.
