MAM
BigBasket is the Official Grocery Partner for Rajasthan Royals
NEW DELHI: Bigbasket will be the official online grocery partner for the Rajasthan Royals team for the Indian Premier League 2020 starting from 19 September in the United Arab Emirates (UAE). With the tagline Har Din Sasta, the objective of this association will be to focus on Affordability and Quality while accessing a whole new set of customers.
Online grocery shopping has gained major traction over the last five months owing to the pandemic as customers discovered the convenience and safety of buying groceries online. This is now estimated to be the fastest-growing segment growing at about 70% Y-O-Y driven by customers moving from being offline stores to online stores and existing online shoppers moving their entire grocery basket to online stores.
BigBasket is creating milestones in the online retail market and has recently re-engineered its supply chain across cities to build a capability to deliver all of its customer orders within the same and delivery a large number of them within 2-3 hours. The company’s operations have expanded to 30 cities in India recording about 12 million customer orders per month and it has recorded significant growth over the past six months. BigBasket is already a brand to reckon with for its customer-centric approach, and the association with Rajasthan Royals will enable it to capture the market further drawing on the affordability aspect.
BigBasket CMO & CFO Vipul Parekh said, “BigBasket has always been a preferred brand for online groceries among its consumers akin to Rajasthan Royals which is a mass favorite when it comes to cricket and IPL. This association connects these two popular brands and we hope to capture a new online customer base. We are happy to be associated with the Rajasthan Royals team and customers can look forward to some exciting campaigns in the days to come.”
Rajasthan Royals COO Jake Lush McCrum said, “We are delighted to secure BigBasket as one of our leading partners for IPL 2020. BigBasket has achieved huge growth in the last 5 years, and remains an innovative and agile business, very similar to RR. The company has supported millions during this COVID pandemic and we hope to entertain these consumers with many hopefully becoming RR fans.”
To further drive consumer engagement, BigBasket will be launching exciting offers, competitions, and campaigns over the next few weeks throughout the IPL season. Aimed at capturing the interest of the Rajasthan Royals fans and driving home the BigBasket advantage, the campaigns will be held on the team’s game days.
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.
