MAM
Reva to develop hydrogen fuel cell car; ad budget to grow
BANGALORE: Bangalore based Reva Electric Car Company Pvt. Ltd. (RECC) and Indian Oil Corporation (IOC) have signed a statement of intent to develop two fuel cell hydrogen vehicles for a pilot project.
The first one will roll out in the next six months and the second a year later. The pilot project has been initiated by IOC to develop a hydrogen fuel economy in India as an alternative to hydrocarbon fuels such as petrol and diesel.
“IOC is committed to providing majority of the funding for the project an will create a the hydrogen infrastructure first at its R&D Center in Faridabad followed Delhi and Agra”, said IOC R&D director BM Bansal. “For successful commercialization of this technology, there needs to be low cost platform for fuel cell vehicles and infrastructure issues to be worked out,” added Bansal, who happens to be the signatory from IOC’s end.
“Fuel cell systems offer a promising technology of the future with advantages that include zero-emissions, high efficiencies and minimal noise,” said RECC chairman Sudrashan Maini. RECC already has a prototype electric car with hydrogen fuel cell, which has been unveiled by President Kalam in 2004.
RECC is increasing its ad budgets also significantly. “We plan to increase ad budgets to Rs. 400 million this year, this will be much higher than the Rs. 400 million we’ve spent over the last four years since the launch of the Reva,” said RECC deputy chairman and CTO Chetan Kumar Maini. “Rediffusion handles our account,” he informed.
RECC has over 1000 Reva cars running globally, including 200 in the UK.
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.
