MAM
Saregama ventures into the live events space with their first ever stage musical – Disco Dancer
MUMBAI: Creating a massive hankering for all things retro, Saregama brought to life everybody’s favorite digital music player – Carvaan in 2017. Ever since, bringing back a strong wave of nostalgia and always taking consumer feedback into consideration, India’s largest and oldest music label has ventured into many new domains, with an eye to innovate and entertain. Now Saregama has ventured into the live events space, by launching their first ever stage musical – Disco Dancer… Live on Stage – the stage adaptation of B Subhash’s cult classic film of the same name, that starred Mithun Chakraborty and had chartbusting iconic songs by Bappi Lahiri. This has been launched under the aegis of Carvaan Musicals which is a natural brand extension of Saregama’s flagship product, Carvaan. The digital audio player with 5000 preloaded evergreen Hindi songs, stands as a perfect icon for all things retro, and the stage production of Disco Dancer, falls in line with what the brand has come to signify. Within the next year, Carvaan Musicals is all set to launch the stage the adaptation of Karz – the iconic musical blockbuster of Subhash Ghai, as well as premium live musical events are on the anvil.
Spreading across two cities, Disco Dancer Live on Stage premieres in Mumbai on 26th March to 29th March, followed by a run in Delhi from 17th to 19th April.
With the iconic tunes of the original, re-imagined by Salim-Sulaiman for its stage version, the inimitable Aditi Mittal donning the role of the narrator and Rajiv Goswami choreographing and directing the show, Disco Dancer … Live on Stage is touted to be India’s biggest stage play of a Bollywood film. It promises to be a riot of colour, gloss and glamour , with power-packed performances with over 40 artists, elaborately choreographed dance routines, live singing, stunning retro costumes, innovative production design, aerial acts and a musical score that sees all the classic songs of Bappi da recreated with a brand new sound. The disco era of 80’s will come alive in an exhilarating live two hour act on stage. Disco Dancer.. Live on Stage promises to be an evening of unhinged entertainment, and one that you wouldn’t want to miss.
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.
