MAM
Pepsi changes the game with T20 football
MUMBAI: Pepsi recently announced the launch of its first ever football themed campaign in India with a new ad film featuring Ranbir Kapoor. The brand takes the campaign forward with a football league format – Pepsi T20 Football.
Pepsi T20 Football is a new format for amateurs, which combines T20 style of playing with the spirit of football. Winners of this nationwide tournament will get a chance to play football the Pepsi T20 way against the Indian cricket stars and get an opportunity to be coached by an international football star.
PepsiCo India category director – colas, hydration and mango based beverages Homi Battiwalla said, “Pepsi T20 Football tournament takes forward the philosophy of ‘Change the Game‘ by taking football outside the conventional domain and giving it a refreshing twist. It is a unique grassroots initiative mounted at a never before scale in India that aims to take the excitement around the sport to the next level. With the involvement of Indian cricketers, Bollywood and an international football star; the campaign promises to excite and engage not only the existing passionate football fans but the entire nation.”
Actor Ranbir Kapoor said, “Being a football enthusiast I am glad that Pepsi is taking this initiative to popularise the sport amongst the youth of our country. I am proud to be associated with it and confident that Youngistaan will enjoy the new Pepsi T20 Football format”.
To be a part of the Pepsi T20 Football campaign, amateur footballers between the age of 14 and 30 years can register in 7-member teams at designated venues. Open to all Indians, on ground registrations and matches will be organized across major Indian cities including Chennai, Bengaluru, Kolkata, Mumbai, Lucknow, Ludhiana and Delhi. The registration process begins with Chennai on 14th March and tournament will continue till June. 64 teams from each city will compete in knock-out style 20-minute matches and the top 32 will compete in the respective city finales. The city finale will be organized in a unique metallic cage at a public venue with lots of music, fun and Pepsi. A total of 8 teams, including 1 winning team from each city and 1 wild card entry will compete to emerge as ‘Game Changers‘. They will then get the opportunity to be coached by an international football star before they face the Cricket Stars at the Grand Finale.
The tournament will be supported by a 360-degree approach including on-air, outdoor & on-ground initiatives; special edition packaging and digital engagement programmes. Pepsi has partnered with ESPN Star Sports, who will produce and showcase the tournament in a special 8-episode series, starting April 2012.
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.
