MAM
Publieze Media and Girikon join forces to boost global brand
NEW DELHI: Girikon, the global IT consulting and digital transformation firm, has teamed up with Publieze Media to put its brand firmly in the spotlight. The partnership aims to sharpen Girikon’s narrative and make its expertise impossible to ignore across key business and tech platforms.
Publieze Media will help Girikon craft a focused communication strategy, highlighting leadership insights, industry innovation, and growth milestones. The duo plans to engage media, shape thought leadership, and tell Girikon’s story with clarity and impact, ensuring the company stands out in competitive global markets.
Headquartered in the United States, with strong operations in India, the UK, and Australia, Girikon specialises in end-to-end IT consulting, particularly in Salesforce and enterprise technology. As the company scales its offerings, effective storytelling becomes a powerful tool to showcase its capabilities.
Publieze Media CEO Akshit Bhardwaj said, “Girikon is a trusted global partner delivering value-driven digital solutions. Our goal is to craft a brand story that captures their expertise, leadership, and growth journey, and ensures they remain visible in the media spotlight.”
Girikon co-founder and salesforce practice head Alok Anibha added, “As we expand globally, it’s vital to communicate our vision and achievements consistently. Partnering with Publieze Media will help us reach stakeholders more effectively and highlight our strengths in Salesforce and digital transformation.”
The collaboration will cover media relations, thought leadership initiatives, leadership profiling, brand storytelling, and strategic announcements, setting Girikon on a path to become a more visible and forward-looking force in the global technology consulting space.
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.
