MAM
IBDS awards to roll out its second edition
MUMBAI: India Best Design Studio Awards 2016 by POOL magazine is set to enter its second year. These awards recognize the best, most creative, most organized and professional Design studios in India. IBDSA, aims to help clients to choose work with the best studios in India. They also believe that these awards will soon become the basic filter for companies to commission work.
IBDSA aspires to give limelight to good- work amongst studios. The designers have opportunity to nominate themselves. This will be shortlisted by jury later. The jury for 2016 awards includes prominent 20 names from 10 countries, like Prof. Anil Sinha from, Ahmedabad, Sophia Shih from Taipei, National award winner Subrata Bhowmick from Ahmedabad among others.
The nominees for 2016 awards under graphic design category are Aaiba Brand Strategy & Design, Lopez Design and Tata Elxsi. Turmeric Designs won this category in 2015. Industrial design category was awarded to Desmania Design Pvt Ltd in 2015 and has Universal Designovation Lab LLP, Tata Elxsi – Industrial Design Studio and Desmania Design as nominees this year.
In other categories, the nominees are- The Neon Project, Umbrella Design and Lopez Design in Brand design category, Lopez Design won respective category last year.
Tata Elxsi, Wow Design Pvt Ltd in Packaging design. Think Design Collaborative, Lollypop, UI-UX Studio, Fractal Ink Design Studio in Digital design.
Young design studio category has Project 810, Kosh and Studio Woods. Archohm Studio and Morphogenesis are nominations for Architectural studios category. Tata Elxsi and Mu Design are nominees for Spatial Design category. In- house studios has Ashokleyland Styling Studio, GCPL Design Studio and Tata Motors Design as nominations.
The nominees will be judged on the following criteria- Degree of innovation, is the concept new or does it supplement an existing product with a new desirable quality? Aesthetic quality- is the concept’s form pleasant to look at? Realization possibility- can the innovation be produced from a technological and economical point of view? Technological- can the concept be produced in 1 to 3 years’ time? Economical- Considering the manufacturing method, technology and use of materials, can the concept be produced at a reasonable price? Functionality and usefulness- does the concept fulfill all requirements of handling, usability, safety, and maintenance? Does it fulfill a need or function? Emotional content- what does the concept offer the user beyond its immediate practical purpose in terms of sensual quality, possibilities of a playful use or emotional attachment? And Impact- result of the concept.
This year’s awards are dedicated to Late professor MP Ranjan.
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.
