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MICA and WebEngage introduces new course ‘Tech Tonic’
Mumbai: With brands shifting their focus to retaining existing customers instead of acquiring new ones, retention marketing and consumer tech has climbed up the priority list for marketers and media managers. Taking the digital leap, MICA Ahmedabad has introduced a course titled ‘Tech Tonic – Consumer Tech and Campaign Management’ that will equip students with key principles of Consumer Technology, Retention Marketing, and Campaign Management.
To design and deliver this course, MICA’s Media Entertainment and Sports Management Specialisation (MESM) Area has partnered with WebEngage, a leading MarTech platform and Retention Consultancy suite that simplifies user engagement at scale. Industry veterans will lead the eight-session intensive program which aims to bridge the gap between traditional marketing theory and the practical application of data analytics in today’s competitive consumer tech landscape.
Speaking of the collaboration, MICA Dean Prof. Githa Heggde, said, “Today, data and technology is redefining consumer journeys and experiences. Hence, gaining a deeper understanding of the technologies that are reshaping and reconfiguring consumption experiences, costs and availability of data, analytics and business intelligence in media business becomes imperative. This collaboration with WebEngage acknowledges the growing need for academic programs that reflect the data-driven nature of modern marketing and will equip MESM area students with skills to tackle critical issues.”
Spanning over five weeks, this course will help students delve into challenges faced by massive media platforms in India’s highly competitive market. They will gain deep insights exploring how such platforms analyse customer data, tackle user engagement, communicate effectively across channels, and ultimately acquire users and retain them in this dynamic environment.
Delving into the course structure, MICA Prof. Santosh Patra and Prof. Anirudh Kalia, from the MESM area said, “Media, both as a vehicle and as businesses, have pivoted sharply from B2B to D2C under the waves of technology. This change makes it imperative for our media, entertainment and sports management specialisation students to learn data in all its nuances, building and managing consumer journeys and tools for engagement and retention. TechTonic – Consumer Tech & Campaign Mgmt is one such course that will equip them with both understanding and tools needed to navigate this better.”
“The course curriculum will expose students with in-depth key marketing principles like data-driven campaign planning, customer segmentation, personalisation and hyper-personalisation and retail media measurement”, they added.
WebEngage chief growth officer Ankur Gattani said, “This initiative aligns perfectly with WebEngage’s commitment to nurturing future-ready marketing, user engagement and retention professionals. There’s a great demand for talent in this space and I’m excited that MICA is giving the students a head-start into this subject – blending practical knowledge with their academic rigour.”
The course will have experts including Omnicom Media Group chief media officer Rabe T Iyer, Ankur Gattani, and Omnicom Media Group chief growth officer Anand Chakravarthy share their insights with our students.
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.
