MAM
PR agency Adgcraft plants flag in India’s tech capital
BENGALURU: Every PR agency in India eventually opens a Bengaluru office. Adgcraft has now joined the queue. The Noida-based communications firm, founded in 2021, launched its sixth office in the Karnataka capital, positioning itself to service clients from India’s sprawling startup and technology ecosystem.
The new operation at Awfis, Samrah Plaza in Ashok Nagar targets startups, corporates, tech firms and artificial intelligence companies—basically anyone with a pulse and a communications budget in a city teeming with thousands of IT companies and global tech giants. Adgcraft already works with over 200 brands across banking, lifestyle, hospitality and emerging tech. The Bengaluru push aims to deepen that roster whilst building a 25-person team by 2026.
Adgcraft managing director Abhinay Kumar Singh delivered the obligatory enthusiasm. “We are excited to open our new office in Bengaluru, the tech capital of India,” he said, calling the expansion a step towards “empowering brands by combining creativity with strategy.” The agency’s motto—”Your story is your strength, and communication is ours”—suggests it’s not shy about self-promotion.
Adgcraft operates three verticals: Adgcraft Communications, Adgcraft AI and Adgcraft Global. The Bengaluru office will drive operations in social media, performance marketing, video production and event management, alongside traditional PR mandates like media relations, crisis communications and reputation management. The agency claims experience with international clients from the US, south Korea and other markets, though it didn’t name them.
Four years is lightning speed in the agency world. Adgcraft has already spread across Noida, Lucknow, Mumbai and Gujarat before landing in Bengaluru. Whether that pace reflects genuine growth or overextension remains to be seen. India’s PR industry is fragmented and fiercely competitive, with established players like Adfactors, Genesis BCW and Weber Shandwick dominating corporate mandates whilst boutique agencies chase startups.
Singh claims that Adgcraft is “one of India’s most trusted PR agencies.” Trust takes time to build, especially in an industry where reputation is currency; and he seems to have managed to gain it, going by the number of clients on the agency’s roster.
Bengaluru offers plenty of opportunity, but also plenty of rivals who’ve been working the city’s startups and tech giants for decades. Adgcraft’s challenge is going to be proving it can deliver results that justify the expansion into the tech gold mine.
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.
