MAM
Goafest 2017 gets bigger and better
GOA: Goafest 2017 is back, and even though the venue, Grand Hyatt Goa, is the same, the energy, enthusiasm and attendance broke all its past records.
True to its tradition, the day started with the lighting of the inaugural lamp by AAAI India president Nakul Chopra, Times Network MD and CEO M K Anand, the Advertising Club president Raj Nayak, Awards Governing Council chairman Ramesh Narayan, Goafest Organising Committee chairman Ashish Bhasin, Zee Entertainment India new initiatives CEO chairman Piyush Sharma, Discovery Networks Asia Pacific SVP and GM Karan Bajaj, and Goafest Organising Committee co-chairman Nagesh Alai.
Ashish Bhasin kicked it off by saying, “On behalf of AAAI and Ad Club, I can say that it’s our absolute privilege to host Goafest 2017 for such an esteemed audience. This year we promise to be different from all the other years. Of course, there will be the staple Sam Balsara in his classic shorts and the sight of seeing people run helter-skelter at the sight of Nakul Chopra, but there will be lots of new things.” He ended with a laugh.
Nayak called out Goafest as the world’s largest advertising festival brought together by two industry bodies. “We are the only national awards that are not for profit, and we intend to keep making it better. Every professional in the country who has made a name for him/herself is made of Abbys.”, he declared.
True that! No wonder Goa fest promises to be different this year, starting Day 1.
A Digital World #GOAFEST2017:
From Knowledge Seminars by Facebook to Digital Awards, to 200,000 digital interactions across social platforms, Goafest is going truly digital this year.
A Greener World:
From delegate badges made of recycled paper to efforts encouraging carpooling, to making people conscious about water wastage with strategically placed tanks to empty water bottles in; Goafest 2017 took a big leap towards being greener as well (in partnership with Nat Geo).
Bajaj kicked off “Discovery Channel presents Industry Conclave” on the topic ‘Role of brands in changing India’. He put a spin on the topic by making it the ‘role of brands changing India’, with words that couldn’t have summarized the sessions to follow better. “The brands that we experience in this room have a deeper impact on our lives than we realise. I’m happy to be in a roomful of people who are impacting people and lives,” he said.
The energy levels were up from the first session itself, when MobiKwik co-founder Upasana Taku, came on stage to talk about demonetization, the growth of digital payments and powering 55 million users and 1.4 million retailers in India. “Brands have played a role in transforming India. Consumer choice drives brands, and brands have the power to transform an entire country. 86% of India’s spending is cash. It’s a massive amount of money that moves in an unaccounted manner. I truly believe it’s the era of mobile wallets, and won’t deny that demonetization has sped up the journey,” she explained.
While she spoke about how increasing digital transactions collectively provides a large opportunity in the fintech sectors, ITC Food Business divisional chairman Hemant Malik, also spoke about e-commerce and digitization, while acknowledging the evolution of Goafest. “We are the only carbon positive company in the world.” He also spoke about the shift from hierarchical collectivist culture to individualistic.
He also acknowledged another brand- Patanjali, which he said to a roomful of laughter ‘had eaten into everybody’s business’. What else could have a better introduction to the next speaker, Patanjali CEO and MD Acharya Balkrishna. In his dhoti, kurta style his session started and ended with resounding applause, laughter and standing ovation. “If you learn to applaud yourself sometimes, the world will learn to applaud you.” True that!
He ended with the message that truly summarized the ethos of day 1. “The nation is ours, the children are ours, the life is ours. We must take care of it ourselves. Always remember, for the world India is just a market place; for us it’s our home.”
It was a great day for Make In India, and a greater day for Goafest. After a power-packed, standing ovation leading to the end of day 1 in a full house, Goafest day 1 proved that the number of delegates keeps increasing exponentially every year, and this year is no different.
If day 1 was anything to go by, day 2 promises to be an even bigger blockbuster.
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.
