MAM
Bru mounts ‘real couples’ on billboards to drive brand impact
MUMBAI: Two couples perched on a billboard overseeing the traffic snarl below… sounds absurd? Well, it is purely a demonstration of traditional media cutting through mundane communication, overpowering the hustle and bustle but forcing passers-by to turn around and take notice!
This is Hindustan Lever’s (the name is now Hindustan Unilever subject to shareholder approval) latest campaign for its beverage brand Bru. The tagline reads – “An evening to remember awaits you, buy a pack of Bru to know more.” Urging consumers to purchase a pack of Bru, the enticing message guides them to a code on the pack that could win them the luxury of a chauffer driver car to a five star hotel for quite meal with their family.
Unleashed across multiple cities but geographically restricted to the Northern and Western region, the FMCG major has used a media mix of outdoor, radio and print to promote its coffee category. However the OOH implementation has been used to create a striking “impact.” HLL general manager media services Rahul Welde explained that the rational behind unveiling the campaign was primarily to be “disruptive, gain high noticability and create impact.”
It is clear that such an activity is done to boost the coffee consumption pattern in the North-West region, which demonstrates low coffee drinking habits as compared to the South, which obviously necessitates a greater push by the brand.
Different media like OOH, radio and print has been suitably used to convey this communication across the region, but largely driven by the local effectiveness of that medium, says Mindshare Fulcum GM Himanshu Shekhar.
The campaign has been rolled out in Mumbai, Ahmedabad, Pune and Bangalore. “The outdoor advertisements have been placed to garner high visibility and thus force people to remember the message. It is part of a strategic thrust that is being given to the coffee brand as there is a huge growth opportunity in this category,” says Shekhar.
However, Hedge says that the biggest challenge in this case (which requires actual people to be a part of the hoarding) is to execute the campaign.
When queried about the selective nature of the campaign, both in terms of distribution and media usage, Shekhar opines, “We have deliberately omitted television from the mix as it would amount to wastage and cause a huge spillover because the campaign is region specific and using TV would mean a pan Indian reach. However, the absence of TV challenged us to use the other mediums to create an impact.”
The specialist GroupM agency Fulcrum that services the portfolio of HLL brands had previously carried a pilot campaign of the same nature in Pune, which they claim gave them encouraging results to now carry it forward on a bigger scale.
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.
