MAM
Nickelodeon gears up to promote Motu-Patlu
MUMBAI: Nickelodeon is going gung-ho to promote its recently launched show titled ‘Motu Patlu‘.
The show is being advertised aggressively on the network besides being promoted through on-ground activities and strategic promotional partnerships to ensure optimal reach.
The channel has tied up with retail chain Pantaloons and will be actively present across 18 Pantaloons outlets in Mumbai and Delhi to ensure “maximum” brand visibility.
In an attempt to be present wherever kids are, Nickelodeon has also tied-up with gaming outlet – Timezone. Here kids can participate in the ‘Motu Patlu‘ contest through the Kiosk‘s at Timezone and also sample the show, while they win ‘Motu Patlu‘ merchandise.
Additionally, Motu Patlu‘s Signature dish Chole Bhature will be available and promoted across Bombay Blue outlets in Mumbai. Kids can also engage with the interactive Motu Patlu tray mats at all the outlets.
Promotions will also be a part of the on-going Nickelodeon workshops at Hobby Ideas where kids will be exposed to the flavour of the show while they participate in ‘Art Jam‘ workshops and bring out their creative side by making Motu Patlu chocolate boxes and more. The activity spans across five cities and over seven centres.
Sonic and Nickelodeon India executive vice president and business head Nina Elavia Jaipuria said, “This experiential marketing campaign brings alive Motu Patlu, engaging kids through innovative initiatives at multiple touch-points. Our unconventional campaign connects with kids and reaches out to them wherever they are. Thus, creating awareness for Motu Patlu.”
Nickelodeon has also planned engagements through Van Activations in over 30 towns like Lucknow, Kanpur, Allahabad, Varanasi, Agra and Mathura in Uttar Pradesh and Gwalior, Khandwa, Indore, Ratlam, Bhopal and Jabalpur in Madhya Pradesh. The Van Activation has been designed to give kids the feel of the show and make show and its characters familiar with the kids.
To ensure the “right connect” with the tech-savvy generation Nickelodeon has also launched Motu Patlu‘s official website – Motupatlu.in. The site hosts a content mix that includes Motu Patlu games, contests and downloads.
In addition, motupatlu.in will also be promoted through a digital campaign that entails banners on kid gaming websites, video banners and innovative rich media banners that allows the users to interact on the banner itself. The show will also be promoted on Nick India‘s official page on Facebook and on twitter.
As a part of the ATL promotions, Motu Patlu will also be promoted across various General Entertainment Channels and print advertisements in leading comics.
Nickelodeon has roped in legendary lyricist Gulzar to create a title track composed by musician Sandesh Shandiliya and sung by Sukhwinder Singh. The title track of twosome‘s jodi will be played on all radio stations across Mumbai and Delhi and several other cities in Madhya Pradesh and Uttar Pradesh.
Motu Patlu airs every day at 6:30 pm on Nickelodeon.
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.
