MAM
Aviva gives its customers a Grand Slam opportunity
MUMBAI: Life insurance company Aviva has announced that it will give six Indian youngsters in the age group of 12-15 years the opportunity to be a part of the year’s first tennis Grand Slam, The Australian Open, in early 2006.
The lucky six will be able to be a part of the Asutralian Open 2006 as ball boys and girls.
Aviva Ball-kids trials will take place in New Delhi in November. This is part of Aviva’s continued support and sponsorship of the Aviva Ballkids at the Australian Open. Aviva states that it is the first corporate ever to sponsor ball-kids at the Grand Slam tennis tournament and has a four-year deal from 2005 to 2008 with the Australian Open.
Over 100 children of Aviva Life Insurance policy holders will be recommended to the Australian Open to join in and participate in the All India Tennis Association (AITA) programme for the ballkids trials. Six will be selected to represent India.
Those selected will be part of a contingent of 36 Aviva Ball-kids from across Asia who will be flown to Australia in January to feature on court beside some of the biggest names in world sport, and be seen by hundreds of millions worldwide.
This initiative is a part of Aviva’s agenda to partner with the local community and provide opportunities to people the company is associated with. Trials of the youngsters put forward by the AITA and Aviva will take place on the weekend of 26-27 November 2005 in New Delhi. The selection process looks at a range of factors including hand-eye coordination, concentration levels, work ethic, reaction times, rolling of the ball and general tennis knowledge. The selected ball-kids will be flown to Melbourne in early 2006 for
further training to be ready for the Grand Slam tournament, which runs from 16-29 January 2006.
For the last two years, since 2003, youngsters have been selected from India, Korea, Singapore, China, Thailand and New Zealand to be ball kids at the Australian Open. This year will see Aviva Ball-kids selected from India, the Philippines, Singapore, Korea to be part of Australian Open 2006.
Aviva Life Insurance marketing director Vivek Khanna says, “Aviva believes that responsible investment in youth development and training plays an important part towards a more sustainable future. Aviva has a long association with sports and the Australian Open is one more step in promoting youngsters in that direction. We are very pleased to bring this to the Indian youth.
“We are always looking at innovative ways of connecting with our customers and this is yet another opportunity to reward our policy holders. Our Customers will recommend their children to be Aviva
ball kids at the Grand Slam next year.”
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.
