Below The Line
Live Your City GM Sheetal Birla gears up to rev Indian live entertainment
MUMBAI: She’s hoping to get Indian live entertainment lovers swooning in feverish delight. As general manager, India, for global live-entertainment discovery tech platform Fever Labs – a position she took up in October 2024 – she will find the going easy.
The reason: Live your City, the brand under which Fever operates has been running candlelight concerts in India since June 2024. And they have been a raging success starting with the first performances, in Mumbai and New Delhi at venues like Four Seasons in Worli, and Shri Ram Centre of Performing Arts in Connaught Place. These were followed up with venues like Pune’s Radisson Blu, Jaipur’s Rajasthan International Centre, Mumbai’s Royal Opera House, and the JW Marriot, Juhu, Benglauru’s Sheraton Grand Bangalore Hotel and Thiruvananthapurm’s Hyatt Regency and Hilton Garden Inn. Ticket prices have varied from Rs 500 to Rs 2,500.
While Sheetal is pleased about the progress Live your City has made so far, she is all charged up about leading the expansion strategy of the experience providing company.
“From immersive experiences to sports events and music festivals, live entertainment has the power to unite people like nothing else. Now, combine that with the power of technology – and you’ve got Fever, the world’s leading platform for multi-category experiences, transforming the way we access culture and entertainment. With a data-driven approach, Fever not only inspires users but also empowers creators. The country’s rich cultural heritage, combined with its appetite for innovative experiences, presents unprecedented opportunities. I look forward to working with the talented team to expand our footprint and create memorable experiences that resonate with India’s diverse audiences,” said Sheetal. “As Walt Disney said, ‘It’s kind of fun to do the impossible.’ Here’s to pushing boundaries, creating memories, and bringing people closer to the moments that truly matter. Let the adventure begin!”
Sheetal’s career spans Fortune Global 500 companies and dynamic startups, and she brings extensive technology leadership experience and a proven track record in scaling businesses across diverse sectors. Her expertise in leveraging AI and data-driven strategies for business growth aligns perfectly with Live Your City’s vision for the Indian market.
Prior to joining Fever Labs (Live Your City), Sheetal held transformative positions at several leading organisations, including Falkonry (deep tech and AI), Samsung (mobile), Tesco (retail), and Siemens (telecom), where she consistently demonstrated excellence in brand building, go-to-market strategy development, and revenue growth acceleration. Her global perspective, shaped by living in eleven cities across six countries, brings a unique understanding of diverse markets and consumer behaviours.
Sheetal holds a bachelor’s in computer science and engineering and an MBA from Insead. Her combination of technical expertise and business acumen positions her perfectly to drive Live Your City’s next phase of growth in India’s dynamic entertainment sector.
MUMBAI: Jayaram Nair, a seasoned brand activation guru, has launched Intensity, a joint venture with Tribes Communication, and is relocating to Bengaluru to spearhead the new venture. Nair, who boasts 26 years of experience in the cut-throat world of BTL media, is promising to deliver “high impact solutions” across India’s sprawling marketing landscape.
“I’m excited to announce my new gig,” Nair declared on LinkedIn, “Intensity is a fresh venture, a JV with the award-winning Tribes Communication. We’re talking integrated brand building, folks, and we’re ready to get going.
Nair’s resume reads like a who’s who of Indian advertising, with stints at Cheil India, Percept Ltd, and Publicis Groupe. He’s a self-proclaimed “growth specialist,” “motivator,” and “change leader,” with a knack for P&L management and a “practical approach” to problem-solving.
“I’ve been around the block,” Nair quipped, “From Mumbai to Gurgaon, I’ve seen it all. Now, I’m bringing that experience to Bangalore, but let’s be honest, the whole world’s my playground.”
Intensity, backed by Tribes’ extensive network across 14 cities, is set to offer a full suite of brand building services, from live events and retail branding to loyalty programs and gaming events. Nair’s experience in “dark marketing” (read: cigarette promotions) suggests he’s not afraid to tackle tricky briefs.
“With a handpicked team and a pool of top-notch partners, we’re ready to fuel growth,” Nair asserted. “We’re not just building brands; we’re building empires.”
He will be operating from Bengaluru, but it is clear his ambition is to take on the whole of the Indian market.
This move marks a bold step for both Nair and Tribes, as the duo aims to carve out a significant slice of India’s burgeoning marketing pie. With Nair’s experience and Tribes’ reach, they are setting their sights high.
