MAM
Intex campaign becomes bigger, better for Aqua i7
Mumbai: As the smartphone market continues to grow at a brisk pace, the manufactures are coming up with better and bigger campaigns to promote their products.
 |
|
The multi-crore TVC was shot in Mumbai and Malaysia while the VFX and editing had been done out of Singapore, says Keshav Bansal
|
This time, Intex has launched a new campaign for its latest smartphone, Aqua i7. The insight for the campaign came from a research highlighting Intex’s hold across major tier 2 and tier 3 cities. The TVC is done by an in-house team.
Keeping in mind the target consumers for Aqua i7, the focus was to devise a TVC that will help in its aggressive marketing of the product in Tier 1 cities, majorly in the metros like Delhi, Mumbai and others.
The phone comes with features packed at an aggressive price range of Rs 22,000 which is a huge leap from the 12,000 price range of its previous flagship smartphone. “The phone caters to a niche segment, therefore the richness and the elegance of the phone needs to be communicated to the audience through TVC. Thus, the objective was to communicate these features to the consumer in an engrossing manner,” said Intex Technologies director – marketing (mobile) Keshav Bansal.
Talking about the key issues kept in mind while executing the TVC, Bansal says, “We wanted the TVC to focus on the remarkable features of Aqua i7 and hence the TVC was crafted in a way that it is able to etch these features in the mind of consumers with its visual grandeur. The multi-crore TVC was shot in Mumbai and Malaysia while the VFX and editing had been done in Singapore to give it an unmatched appearance. Since we are coming out with a quality product for a niche segment, we left no stones unturned in terms of execution, visual effects or editing to bring out a one of its kind TVC in the fastest possible time.”
The TVC features the brand ambassador Frahan Akhtar and an action packed fight sequence between a Samurai and Ninja.
The major media vehicles chosen are TV, print, outdoor hoardings and digital. “Intex is giving extra importance to social media platforms such as YouTube, Facebook and Twitter and is aggressively engaging with its customer base on these platforms,” emphasises Bansal.
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.
