MAM
Puneet Gupta joins INOX Group as head of communications
Mumbai: INOX Group has appointed Puneet Gupta as head of communications for INOX Air Products (INOXAP) and INOX India Ltd (INOXCVA). His appointment reflects INOX Group’s commitment to excellence and innovation as it continues to make strides in the industrial gases, cryogenic solutions, green energy space and future innovations.
With over 21 years of intrapreneurial experience in corporate communications, public relations, branding, CSR, and internal communications, Puneet brings a wealth of knowledge and expertise to his new role. His innovative approach, coupled with a keen eye for detail and unwavering passion for excellence, makes him an invaluable addition to the INOX team.
Puneet is well known for his versatility, exceptional creativity, and ability to communicate complex subjects through integrated communications strategies. His solid foundation in PR fundamentals, combined with impeccable execution skills, allows him to deliver strategic consultancy that yields tangible business outcomes.
As head of communications, for INOX Group, Puneet will oversee brand communication, media engagement, reputation management, senior stakeholder management, strategic messaging, employee communications, and CSR initiatives for INOXAP and INOXCVA.
In his previous role, Puneet served at Inox Leisure Ltd and PVR Ltd, where he made significant contributions over the past five years. His departure from PVRINOX is marked by gratitude towards his colleagues and leaders for their support and mentorship.
Expressing his excitement about his new role, Puneet stated, “I am thrilled to join INOX Group and lead the communications efforts for INOX Air Products and INOX India Ltd. I look forward to leveraging my expertise to drive purpose-driven brand growth and share compelling stories about our fascinating products and solutions.”
INOXAP is India’s largest industrial gases manufacturing company, while INOXCVA is among the world’s leading cryogenic solutions companies. Puneet aims to contribute to India’s #GreenEconomy transition by highlighting the companies’ pivotal role in the manufacturing and clean energy sectors.
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.
