MAM
BBC introduces ‘Top Gear’ magazine for car crazy kids
LONDON: It is not just the youth that the beeb has set its eye on with its Top Gear initiative. BBC Magazine is giving car-mad kids their own motoring magazine. BBC’s Top Gear Turbo, aimed at boys aged from eight years old, launches on 23 May, initially as a one-shot.
An official release informs that while younger football fans have long enjoyed their own titles as they grow up, there has never been a magazine aimed at junior car fans and they have had to make do with adult motoring titles. Top Gear research has shown that there is a significant market of younger, mainly male, car enthusiasts.
The core market for the title will be boys aged 8-12, although it is also expected to appeal to older boys and is by no means being written exclusively for a male audience. The 40-page magazine comes with a specially bagged double-sided mega-poster and a range of sticker sheets.
The content will blend the recognised and popular personality of both the main BBC Top Gear magazine and its television counterpart with individual features, insider-information and photographs of the kind of cars that set the pulse racing in kids of any age!
From supercars and the world’s leading designers to race-track heroes and how new technology works, the pages of Top Gear Turbo will be packed with the funniest, scariest, cleverest and most notorious automotive tales.
Top Gear publisher Adam Waddell said: “Initially the magazine is a one-off, but if the marketplace responds as we anticipate it will, Top Gear Turbo could become a regular title very quickly. The magazine will talk to the target audience on its own level, without being patronising. Our research has proved that there is a significant number of readers who currently buy an adult car magazine, simply because there is no alternative. But what they really want is their very own product.”
BBC’s Top Gear magazine is Britain’s best-selling general motoring monthly, with a circulation of 144,104 (ABC: Jul-Dec 2002).
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.
