MAM
Aditi Mishra takes over as Lodestar UM CEO
Mumbai: Lodestar UM India on Tuesday announced the appointment of Aditi Mishra as the new CEO of the company.
Mishra has been associated with Lodestar UM for over two decades. She started as a management trainee and worn many a hat over the years, driving large client relationships in a business role to leading strategy and product as chief strategy officer of Lodestar UM for the last 10 years. “She is one of the finest strategic minds in the country with a deep understanding and experience of building brands and digital transformation. A valued voice in the IPG network and just the right leader to partner clients into the future,” said the company in a statement.
Lodestar UM CEO Nandini Dias moves on after 27 years
“As I think about what is next for us in the challenging environment of today, I am energised by the vision of building an agency resilient and agile to partner with clients and the community for the future,” said Aditi Mishra, on her new role. “A team that will not just ride the waves of digital transformation but fosters media as a growth driver for business. I recognise that I have big shoes to fill and with the support of the incredible teams across Mediabrands India, I look forward to stewarding this journey for Lodestar UM.”
The company further announced promotion of Hema Malik to Mediabrands India chief investment officer. In this new role, she will lead the charge for Mediabrands India and foster greater collaboration to bring glory and success to clients and businesses. “Her calm demeanor, strong relationships, and innate ability to extract the best for clients and business through investment planning, partnerships, and negotiation, make her a natural choice for this super critical role at Mediabrands India,” the company said about Malik.
Malik, too, began her journey with Lodestar UM and has been a strong pillar, leading the operations, clients, and people with aplomb as its COO in Delhi for the last six years. Both Mishra and Malik will continue to be based out of Delhi/Gurgaon, according to the statement.
“We at Mediabrands India have always ensured that all our clients get full advantage of the opportunities in the marketplace,” said Hema Malik. “With the setting up of Mediabrands Investments, we are not only strengthening our obsession for performance and accountability but are equally energised to explore transformative partnerships and set new trading norms beyond the obvious. I am honored and excited to be the first CIO of Mediabrands India. So much to look forward to as we build the new.”
“I am a firm believer of leadership from inside; success with and around people for winning together. Both Aditi and Hema have been with the organisation for over two decades and have done us proud in their multiple roles over the years,” commented Mediabrands India CEO Shashi Sinha. “Nothing makes me prouder than to see our own people grow. I am thrilled and view these appointments as a giant leap forward. I am confident that both Aditi and Hema will embrace their new roles successfully and champion good growth.”
Meanwhile, Lodestar UM’s long-term associate Nandini Dias recently announced her decision to move on from the company after being its CEO for close to a decade. She joined the group 27 years ago and has since gone on to acquire the top position, leading the organisation to several ‘Media Agency of the Year’ recognitions over the years.
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.
