MAM
Shah Rukh Khan recommends Tide as ‘Asli SRK – Stain Removal King’
Mumbai: Tide has announced an iconic new partnership as it continues its history of delighting consumers with superior laundry solutions. The last decade has witnessed Tide’s commitment to innovation through a host of initiatives, including the launch of new wash care solutions like Tide Matic Liquid and Tide PODS. At the core of Tide’s promise is the dedication to irresistibly delight consumers. Recognizsng the significant shifts in consumer habits, from evolving wardrobes, food consumption habits, stain incidents to changing lifestyles, Tide is relentlessly focused on the consumer needs for upgraded laundry solutions. In response to these changes, the new and improved Tide, equipped with boosted magnets, is designed to effectively tackle deep-seated stains like tea, coffee, oils & gravy, ensuring an outstanding clean. This advanced formula not only removes tough stains but ensures your garments maintain a long-lasting freshness. Tide has been engineered with cleaning chemistry tailor-made for both hand wash and machine conditions, ensuring your garments are cared for with exceptional whiteness and freshness.
In this endeavor, Tide an iconic brand, has chosen to partner with another beloved Indian figure, Shah Rukh Khan, uniting in a joint commitment to delight fans and consumers. King Khan’s relentless pursuit of perfection and undeniable excellence serves as the cornerstone of Tide’s consumer promise. The new and improved Tide brings this shared commitment to life through a memorable new campaign.
At the heart of this transformative launch, lies a captivating partnership with the iconic Shah Rukh Khan! The superstar has joined Tide India, as a brand ambassador to endorse Tide as the ‘asli/real SRK – Stain Removal King’. Speaking on the partnership, King Khan said, “This collaboration with Tide is not just about endorsing a brand; it’s about a shared commitment to perfection, and the relentless pursuit of excellence. I am glad to have joined in this first of its kind partnership and recommend Tide as the ‘asli/real SRK’. Tide’s New and Improved performance and its ability to remove stains will delight consumers on their laundry needs”.
Sharing on his experiences in the shoot, Khan added: “I have seen Tide’s iconic ‘swoosh’ and the “Chaunk Gaye” many times. A reminder of the outstanding clean offered by the brand. It was fun to be a part of it and bring it to life in my own way. It’s not just an entertaining element but demonstrates Tide’s stain removal expertise.”
P&G India CMO and VP, fabric care Mukta Maheshwari spoke on this new partnership: “P&G, home to the world’s no 1* detergent brand, is committed to solving everyday consumer needs with superiority that drives brand preference. We’re delighted with the partnership with Shah Rukh Khan and his endorsement of the New and Improved Tide as the Stain Removal King. Tide, the world’s number one detergent brand, is focused on offering laundry solutions that delight consumers every day where it matters most. In this continued endeavor, we’re thrilled that Tide has upgraded to remove deep-seated stains and offer an outstanding clean on the toughest stains. We are delighted to have SRK recommend Tide as the ‘asli/real SRK – Stain Removal King’ to consumers and fans across the country.”
*Source Euromintor International, Home Care 2023 Ed, retail volume (Tonnes), 2022 data”
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.
