MAM
Cellebrum.com partners with three cellcos to offer users customised background music
MUMBAI: Music is one of the few features, which is being pushed aggressively by various mobile operators. Himachal Pradesh based integrated telecom VAS solution provider Cellebrum.com Pvt. Ltd has launched a customised background music (BGM) solution as its latest offering, allowing users to play music in the background during a call.
Cellebrum.com has tied up with leading operators like IDEA Cellular, Spice Telecom and Reliance Telecom at the national level and is offering BGM to its existing subscribers.
The VAS solution provider is also running a pilot programme for Airtel for its landline services in the Madhya Pradesh Circle.
It is upbeat about its BGM, which is played by the operator in the background of a call. The background music is a value addition to mobile peer to peer calling wherein a subscriber is allowed to create his own ambience during a call by playing music in the background.
This customized solution in which, a call, when answered, is accompanied by music in the background. The caller can choose his music from a variety of sounds provided.
This solution is different from CRBT solution, where music is played
before the call is connected. In BGM, music is played after the call is connected. Technically, it is a conference service, which involves the calling party, called party and the music playing entity, which is also, part of the conference. This entity is responsible for playing back music
during the conversation.
BGM has the ability to boost the ARPUs of cellular operators due to the low cost at which it is being offered. However, this cost varies from operator to operator. There are three kind of charges — the activation charge, the chosen background song and the per minute cost of the song.
Today, over 170,000 mobile subscribers across the network of IDEA Cellular and Spice Telecom have tried using the BGM service.
In order to use the service, the user needs to dial a prefix (say 234) before the phone number, for the call to be connected with the Music M-vironment (BGM). Without the prefix, the call will be connected as a normal phone call. Users can always change background sound at will by dialling provided IVRS (Interactive Voice Response Services) Interface.
It is important to note that the caller has to be within the coverage area of the home network. It is an IVR based service which will not be accessible outside home network.
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.
