MAM
Star Bharat’s Dusshera campaign shows why Dhoni, Mithali and Devgn advocated ‘Burn your Fears’
MUMBAI: Star Bharat has unveiled a campaign to further communicate the channel philosophy and inspire the nation to be fearless. Maestro A.R. Rahman’s signature music for Star Bharat is used in these films adding further weight to the thought, Bhula de Darr.
Leading the movement “Burn your Fear” are icons of the natio — MS Dhoni, Mithali Raj and Ajay Devgn who come together in the campaign produced and directed by Star India’s creative team in association with Leo Burnett who thought of the idea and drafted script. It shows these icons taking the first step and revealing how they overcame their fears and fulfilled their potential and dreams. Their act of proclaiming their deepest fear and “burning it” sends the message that on the other side of fear lies glory, thus encouraging Indians to overcome fears, roadblocks and limitations.
“As a society we instill fear from childhood right up to adulthood,” says Star India entertainment CEO Amit Chopra, “Of course, this is disguised as caution, prudence or even concern. But the fact of the matter remains that this fear holds us back from achieving our dreams or, maybe even dreaming. “Burn your Fear” inspires people to conquer their fears, unleash their true selves and chase their dreams. Just like the icons in our brand film. The campaign which culminates this Dussehra will be all about burning one’s fears.”
In the promo film, Dhoni talks about how he had to grapple with the security that his job with the Railways entailed and his dream of being a cricketer. “Cricket mein bhi career na bana, aur ye naukri bhi haath se gayi toh?, he says. “Agar life mein kuchh alag karna hai. Toh iss darr ka saamna toh karna hi padhega. Yaani iss darr ki wicket toh giraani padhegi.”
Mithali Raj was dissuaded from pursuing cricket. “Jab maine cricket ko apna career banaane ka socha, toh sabne kaha main bahut badhi galti kar rahi hoon. Women’s cricket kaun dekhta hai, she notes in the film. “Per cricketer banna tha, toh banna tha.” Today, she is an inspiration to millions of girls and boys alike.
Ajay Devgn’s debut film involved a stunt with two bikes. In the promo, he talks about how people around tried to stop him from undertaking this dangerous act. “Sabne samjhaya bevakoofi mat kar. Kuch gadbad ho gayi toh tera career shuru hone se pehle hi khatam ho jaayega, he reminiscences. “Jhoot nahi bolunga, darr toh bahut laga tha. Kahin meri pehli film meri aakhri na ban jaye. Par uss din, agar main darr se darr jata, toh jo aaj hoon vo kabhi na ban pata.”
Actor Sidharth Malhotra along with the other Bollywood personalities will be seen joining the campaign later.
The brand campaign will go live across Star India network along with social media; encouraging the nation to share their fears and take the first step towards overcoming them in the journey to achieving their dreams.
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.
