MAM
Samrat Bedi takes over as Gozoop India CEO
Mumbai: Gozoop Group has announced the appointment of Samrat Bedi as chief executive officer of Gozoop Group in India. He will be based in Mumbai and will report to the board of Gozoop Group.
In this role, Bedi will spearhead Gozoop’s business operations and leadership team in India. “He will be responsible for carrying forward Gozoop’s legacy of helping brands achieve scale and success via a holistic communication approach,” said the marketing company in a statement on Tuesday.
“In Samrat we have a rare blend of a leader who has a strong growth orientation and a spirited people-first approach. Samrat is a leader who we believe will drive Gozoop India’s vision,” said Gozoop Group chairman and co-founder Rohan Bhansali. “I am confident that his experience and leadership in nurturing brands, teams and creative minds will take Gozoop forward on its glorious journey.”
Bedi previously led Ogilvy’s 82.5 Communications as president and brings to Gozoop over two decades of rich experience and industry understanding.
“Gozoop is known to have redefined the agency model for a connected world, where digital and traditional advertising work seamlessly under one roof,” said Gozoop Group global CEO and co-founder Ahmed Aftab Naqvi. “Samrat’s unique skill sets and experience will not just consolidate that position but keep redefining it as we build Gozoop into a creative powerhouse.”
Bedi has successfully launched and grown brands like Bisleri, Franklin Templeton Mutual Fund, Piaggio Vehicles – Vespa & Aprilia, Indian Premier League (IPL), Indian Super League (ISL), Cadbury Bournville, Cadbury Silk, PayPal, Mattel (Barbie and Fisher-Price), Taj Hotels, Tata Sky, Cipla, World Gold Council, among others. He has also received several awards for conceptualizing and executing integrated campaigns.
“I am elated to take ahead the legacy that Ahmed and Rohan have built over the years. Their deep understanding about brands and businesses in a modern age has helped build Gozoop be the independent and homegrown integrated agency it is today,” commented Samrat Bedi. “I look forward to working with a group of passionate leaders at Gozoop to build brands of the future and create work that will be outstanding.”
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.
