MAM
SAMCO Securities announces new campaign ‘Andekha Sach’
Mumbai: SAMCO Securities, a leading online stockbroker in India, is proud to empower traders to tap into their hidden potential to succeed, through its new integrated campaign – “Andekha Sach”. With this campaign, SAMCO Securities becomes the first stockbroker in India to launch a new feature ‘My Trade Story’ to provide traders with insights derived from their personal past trade performance, on the next-gen SAMCO CRP (Capital Resource Planning) platform.
The three-part video series, created by The Womb, aims to highlight common trading mistakes that even experts can make unknowingly. The first video, a humorous depiction of a surgeon losing his scissors post surgeries is akin to traders losing money in the stock market. For the first time in India, My Trade Story will highlight such patterns and insights derived from a trader’s personal experience to help them trade better. The hyper-personalized and advanced trading features will also offer benefits worth Rs 12,000 to the clients free of cost, as an introductory offer.
SAMCO Group CEO Jimeet Modi stated, “Our CRP platform offers a range of industry pioneering features including real-time market data, technical analysis tools, stop-loss orders, margin trading, and educational resources, among others, to support traders overcome common yet daunting challenges. In addition to trade level insights, My Trade Story provides actionable suggestions designed to improve their trading success score. We are launching this awareness campaign to assist traders across different levels of experience to improve their performance and achieve their financial goals.”
The remaining videos in the series continue to feature the surgeon who repeatedly reminds himself not to forget his scissors. Along his journey, he encounters two SAMCO Securities customers who are also determined not to repeat their past trading mistakes that they became aware of through the SAMCO Trading App. The videos are informative, entertaining, and offer practical tips and advice from SAMCO Securities’ experts.
Speaking on the campaign, SAMCO Securities CGO Ajay Dusane said, “SAMCO Securities has always kept customer centricity at its core and this campaign is an extension of the same. We strongly believe that the new features showcased through “Andekha Sach” will serve to be a valuable reminder to traders on the scope of improvement possible by monitoring and analysing past trends. We wish to urge them to avoid the common mistakes that even experts can make unintentionally, as well as extend our support in unlocking their maximum potential.”
The integrated campaign featuring TVC, print ads and social media amplification has been designed by The Womb. Highlighting the objective behind the campaign, Suyash Khabya, Creative Head, The Womb, noted, “The insight of Andekha Sach is an eye-opener. And we were very clear, we wanted to land it in a simple yet unignorable manner. With this campaign, we have achieved a first of sorts where we have a 3-part story stitched together. So the viewer gets to see the Andekha Sach through an analogy and then through the life of two traders.”
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.
