MAM
Columbia Pacific Communities awards digital mandate to Buffalo Soldiers
Mumbai: Buffalo Soldiers, celebrated as the ‘Rising Maverick Agency of 2023′, announced its latest client acquisition – Columbia Pacific Communities, a senior living community operator. This partnership symbolizes a new chapter in digital engagement for senior living, with Buffalo Soldiers managing Columbia Pacific Communities’ social media, online reputation, and crafting innovative campaigns throughout the year. This collaboration aligns with Columbia Pacific Communities’ commitment to providing exceptional care and experiences for seniors, enabling them to enjoy their golden years to the fullest.
“This partnership with Buffalo Soldiers is a step towards enhancing our digital engagement, reaching out to more seniors and their families, and creating awareness about the enriching lifestyle we offer,” said Columbia Pacific Communities Sr VP – sales and marketing Sanjay Vishwanathan. “Partnering with Buffalo Soldiers allows us to create this engagement in new and meaningful ways. We’re excited to see how this partnership will enrich our communication and storytelling,” Sanjay Vishwanathan added.
Columbia Pacific Communities stands at the forefront of senior living in India, offering a blend of comfort, community, and care. Their decision to partner with Buffalo Soldiers reflects a commitment to innovation and excellence in their digital presence. Buffalo Soldiers co-founder & CEO Sumon K Chakrabarti expressed his enthusiasm, “We’re honored to partner with Columbia Pacific Communities. Our goal is to create digital narratives that resonate with the vibrant lives of seniors. This is a unique opportunity to redefine how senior living communities engage online.” “CPC offers us a chance to delve into a sector that’s close to our hearts. Seniors have rich stories and experiences, and our aim is to bring these stories to life digitally, connecting them with a broader audience,” Chakrabarti added.
Buffalo Soldiers’ expertise in digital creativity is set to bring a fresh perspective to the senior living sector, highlighting the vibrant and fulfilling lifestyle that Columbia Pacific Communities provides.
This partnership is not just about marketing; it’s about creating a community and a sense of belonging online. Buffalo Soldiers plans to use its expertise to develop content that celebrates the spirit of senior living, fostering a sense of connection and engagement among the residents and their families.
Through innovative digital campaigns, Buffalo Soldiers aims to highlight the unique aspects of Columbia Pacific Communities, showcasing the vibrant lifestyle and comprehensive care they offer. This synergy is expected to not only elevate the brand’s presence but also contribute significantly to the conversation around senior living in India.
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.
