MAM
NDTV raises Rs 48.6 mn from Save Our Tigers Telethon
MUMBAI: 35 Rapid Rescue Teams (RRTs) to be deployed across Tiger Reserves of the country in partnership with Wildlife Conservation Trust with the funds raised.
MUMBAI: NDTV has managed to raise Rs 48.6 million for its “Save Our Tiger” campaign by telecasting a 12-hour nonstop program -The Telethon on its network channels.
The Telethon, in association with Aircel, saw wildlife champions from across the country coming forward to extend a hand in saving the national animal the Indian Tiger.
Campaign ambassador Amitabh Bachchan along with NDTV chairman Dr Prannoy Roy and Vikram Chandra highlighted the key issues of tiger conservation and keenly monitored events across the country from the central hub at Pench, Tiger Reserve from 11 am to 11 pm on 12 December.
NDTV said that people and organisation from across the nation come forward to contribute Rs 24.3 million for the cause, while investment banker, Hemendre Kothari matches the contribution with a donation of Rs 24.3 million.
Apart from Kothari, some of the donors are Bhaichung Bhutia, Abhishek Bachchan, Nitin Gadkari, Diya Mirza, Manish Malhotra, Soli Sorabjee, Priya Dutt, industry body CII, and coporates such as Westside.
Campaign ambassador Bachchan donated Rs 2.8 million and also auctioned his Cartier watch and two pairs of designer glasses which raised another Rs 845,000 million.
According to Wildlife Conservation Trust director Dr Anish Andheria, the funds raised in this telethon are sufficient to create and deploy 35 Rapid Response Teams (RRTs) and cover all the Tiger Reserves across the country.
Roy said, “NDTV is overwhelmed by the nationwide response. We are most pleased that the Tigerthon achieved three aims: to raise awareness and initiate action on the ground, to get Chief Ministers to pledge support to save the tiger and, most exciting, the full-day Tiger Conclave by CII, all political parties and tiger experts which hopefully will lead to Project Tiger 2.”
Aircel COO Gurdeep Singh added, “We would like to thank each and everyone who came forward and supported the cause. The level of participation and support for our national animal, the Tiger is over whelming. Aircel‘s support to the cause is long term and we will continue to build on our efforts to save our tigers.”
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.
