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Marussia F1 team partners with Monster India
MUMBAI: With the Indian F1 racing season coming closer, online career and recruitment solutions provider Monster India has announced a global partnership with the Marussia F1 Team.
To create excitement in the upcoming Indian Grand Prix, Monster India and the Marussia F1 Team have launched ‘Marussia F1 Team Social Media Speedster Contest‘. This is an opportunity for a winner to have fun and be associated with the Marussia F1 Team. The Speedster needs to display his/her social media prowess and win an opportunity to shadow the Marussia F1 Team during the three day sporting extravaganza in Delhi next week.
The Speedster will not only experience the race track excitement by watching the races from the Grandstand but also get the chance to participate in behind-the-scenes action by interacting with the Team drivers, management and/or other team members.
The Speedster also gets exclusive access to off-track Marussia F1 Team events. While enjoying all this sporting action, the Social Media Speedster will capture all the action through videos, photos, tweets and share it with the online world. To enter the contest, seekers are encouraged to visit http://apps.facebook.com/socialmediaspeedster.
Alun Hindle, from the Marussia F1 Team‘s commercial team said: “This is a unique opportunity to win a behind-the-scenes experience at the Indian Grand Prix. We‘re looking for someone with stand-out social media skills – their tweets, posts, pictures and videos are going to be seen by people all over the world. At Marussia F1 Team we are constantly talking to and engaging with our fans and we‘re looking for someone to be at the forefront of this when all eyes are on us during the incredible weekend of racing.”
“With the contest, Monster India will give fans a chance to join the Marussia F1 Team and experience the exhilaration first hand.”
The Marussia F1 Team is also leveraging Monster‘s technology and global job seeker reach to help ensure that the Marussia F1 Team receives the most qualified applicants from all over the world. The Marussia F1 Team has successfully hired an Aerodynamicist through Monster to play a vital role in the development of the Marussia F1 Team‘s next generation F1 race car. The team has also closed positions for a Design Engineer and a Composite Technician both based at the team‘s Technology Centre in Banbury by using Monster‘s technology.
Currently, the Marussia F1 Team is working with Monster to find the right candidate to fill the sought after ‘Partnership Manager‘ role. Based in Banbury, UK, the Partnership Manager will be at the heart of the action, working with world-class brands in devising creative programs that leverage the excitement and vast global audience offered by Formula One.
The successful candidate will also be expected to travel internationally to Grand Prix events to ensure executional excellence. The company says this is an opportunity to impact the commercial success of a young team focused on moving up the grid. The position is open for candidates across the globe.
As part of the partnership with Monster, the Marussia F1 Team will also leverage Monster‘s Talent Management Suite to optimize efficiency throughout the recruitment lifecycle, and to help the organisation quickly hone in on top talent.
Monster.com MD (India/Middle East/ Southeast Asia) Sanjay Modi said, “With this partnership we have assured that ‘better‘ is within the reach of seekers and Monster‘s innovative technology makes it easier to Find Better. Marussia F1 Team has successfully closed a few key positions by leveraging Monster‘s global footprint.”
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.
