MAM
Tata Harrier kick starts the Tata Mumbai Marathon 2019 trophy tour
MUMBAI: Tata Harrier- the official lead car of the Tata Mumbai Marathon 2019, today started the Tata Mumbai Marathon Trophy Tour 2019, ahead of this year’s edition of the iconic race. The much anticipated Harrier is proudly ferrying the winner’s trophy across the city of Mumbai projecting its superlative Impact 2.0 design language and its muscular build, based on the legendary D8 architecture of Land Rover. Culminating on 18th January, this tour is also the public debut of this much awaited SUV on the streets of Mumbai.
The tour is scheduled from the 14th- 18th January and will cover the leading corporates of Mumbai, visiting the campuses of TCS, BNP Paribas, Tata AIG amongst others who have the maximum registrations for the 2019 edition of this prestigious race. Enthusiastic runners in these companies will get a chance to see the trophy up close and also witness the Harrier in the full flesh. Additionally, customers will also get an opportunity to book the Harrier at these events and get their hands on the limited edition Collectors item- a scale model of the Harrier, which will be handed over to them at the time of the vehicle delivery.
According to Mr. Vivek Srivatsa, Head- Marketing, Passenger Vehicles, Tata Motors – “We are pleased to associate with the Tata Mumbai Marathon again. We have enjoyed a fruitful partnership with the event, which only continues to grow stronger. We have been buoyed by the response received during last year’s edition. This year, we are back with yet another winner on our hands- our much awaited vehicle and the new benchmark of SUVs, the Tata Harrier. The Harrier will be the lead car in the race this year. We are delighted to give a preview of the Harrier and the trophy to the fans in Mumbai.”
According to Mr. Vivek Singh, JT. MD Procam International – “We are very pleased to have the Tata Harrier make its foremost public appearance at the front of Tata Mumbai Marathon and what's even more exciting is that our lead vehicle will showcase the glory of the Mumbai Marathon trophy. The trophy was specially crafted by acclaimed artist Paresh Maity, encapsulating the energy of the run and the 7 islands of Mumbai. The human figure exuding confidence is not just the Marathon runner but the everyday Mumbaikar, whose journey takes him across the seven islands of the city. Standing on seven pillars also symbolises the human emotions that a runner overcomes to finish his run."
Offering exemplary driving dynamics, this 5-seater monocoque SUV has been extensively tested for a cumulative distance of 2.2 million kms, showcasing its mettle to wade through the toughest of terrains. Powered by the cutting-edge 2.0L KRYOTEC diesel engine, the vehicle delivers exceptionally refined drivability and performance. Harrier will be the first product to sport the Impact 2.0 Design language from Tata Motors and will offer extraordinary exteriors, intelligently designed luxurious interiors, future ready connectivity and infotainment.
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.
