MAM
HDFC Bank, Escotel’s co-branded international debit card
NEW DELHI: HDFC Bank and Escotel which claims to be the leading cellular service provider in Kerala, UP, Uttranchal and Haryana, have announced the launch of the HDFC Bank Escotel co-branded international debit card. Both parties offer customers benefits through the first of its kind debit card.
For an Escotel customer, whether prepaid or post paid, the debit card will come virtually free, as the Rs 150 paid towards the cost of the card will be credited back to him as talk time. This will be done by way of first free credit of Rs 100 upon registration and second free credit of Rs 50 on first usage of the debit card at merchant outlets within 31 days of card issuance.
Escotel’s CEO Rajan Swaroop made the following remarks about the endeavour. “It has always been our effort to provide our customers with value that goes far beyond the normal benefits of mobile usage. That is why we have entered into this tie-up with HDFC Bank to give our customers a whole range of benefits and value-additions. We are sure the HDFC Bank Escotel Debit Card will find wide acceptance among our customers.”
An official release informs that among the exclusive benefits being offered to postpaid customers is the waiver of Rs 532 activation fees along with the waiver of the national roaming rental worth Rs 1,200 for a lifetime. On the other hand, the prepaid customer gets an exclusive offer of credit of Rs 50 worth talk time on his first five recharges.
HDFC bank has also offered to waive off the one per cent processing fee on HDFC Bank personal loans and two per cent on HDFC Bank two-wheeler loans. The initiative also has a social side to it. The two companies will also be donating two rupees to People for Ethical Treatment of Animals’ (PETA) compassionate citizen programme against every co-brand card issued in Kerala, states the release.
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.
