MAM
TEDxGateway partners with communications specialists Genesis Burson-Marsteller for sixth consecutive year
MUMBAI: A melting pot of ideas, imagination and innovation – TEDxGateway is back with its 10th edition on 2nd December 2018 in Mumbai. Bringing to the fore some path-breaking ideas that have the power to change the world, TEDxGateway is one platform that promises to leave you spellbound. Growing in leaps and bounds, this year, TEDxGateway Dec 2018 will witness 20+ powerhouse speakers from all corners of the world as they take centre stage to a crowd of over 5500 attendees at the Dome at NSCI Mumbai.
Carrying forward TED’S legacy and theme of ‘Ideas Worth Spreading’, TEDxGateway Dec 2018 promises an eclectic mix of achievers, thought leaders, visionaries and disruptors from diverse areas of expertise like education, science, technology, art and culture. Additionally, the main event will also be webcasted across 200 campuses in India and multiple cities hosting TEDx’s across the world, targeting over 150,000+ viewers.
To further bolster the TEDx platform and partake in the phenomenal journey together, Genesis Burson-Marsteller is collaborating with TEDxGateway as its official communications partner. This partnership marks Genesis Burson-Marsteller’s sixth year of association with TEDxGateway, consistently playing a pivotal role in sharing the same vision and amplifying it over the years.
On partnering with TEDxGateway 2016, Prema Sagar, Vice Chair, Burson-Marsteller, Asia-Pacific and Principle Founder, Genesis Burson-Marsteller, said: “TED is a universally recognized platform that has carved a niche for itself by creating a community of intellectually stimulated individuals from across the world. As India’s largest platform for ideas, TEDxGateway truly replicates the same in our homeland. Like every year, Genesis Burson-Marsteller is proud to be associated with TEDxGateway in transforming the world one idea at a time.”
Yashraj S. Akashi, Curator of TEDxGateway and Senior Ambassador of TEDx in India said, “We at TEDxGateway are extremely delighted to continue in our strategic partnership with Genesis Burson-Marsteller for the sixth consecutive year. This year, we are set to take it up a notch with a robust communication driven approach. Coupled with expertise and the creativity that Genesis Burson-Marsteller brings to the table, we are certain that this time TEDxGateway Dec 2018 is set to scale newer heights.”
This year’s TEDxGateway will host achievers including Seema Bansal, an education innovator; Haaziq Kazi and Gitanjali Rao, child prodigies; Mihir Shah, an innovator and entrepreneur; Dr. Pankaj Chaturvedi, Oncologist, Professor & Healthcare Expert; Shri. Raghu Rai, Padmashri Awardee & Acclaimed Photographer; Levon Biss, Photographer; Parag Khanna, Global Strategy Advisor & Geopolitical Futurist; Tom Wujec, technologist and design thinker; Harssh A. Poddar, IPS Officer; Parvati (Paro) Anand, author, storyteller & children's literature advocate; Shabana Basij-Rasikh, educator & humanitarian; Megha Rajagopalan, Investigative Journalist; Rives, host, poet & storyteller; Madhumita Murgia, European Technology Correspondent; Dr Binish Desai, social entrepreneur & innovator; Shantha Barriga, Director of the Disability Division at Human Rights Watch to name a few.
Moreover, the spectacular line-up also includes Storror, Parkour Collective; Maati Baani, World Music Collaborators and Curators; Ameenah Gurib-Fakim, Biodiversity Scientist & Former President of Mauritius; Ananda Shankar Jayant, classical dancer & choreographer; Ashwin Ram, Computer Scientist & AI Expert; Tao Issaro, Freelance Musician, Producer, Programmer, multi-instrumentalist and Eldar Blau aka. The Legendary Strawberry Man, Street Artist.
The event will also see grand performances by Storror, Maati Baani & Shankarananda Kalakshetra followed by multiple sponsored initiatives at the venue. Additionally, the main event will be telecast live on the website TEDxGateway.com/live.
Before the big day, this year, TEDxGateway has introduced UnPlugged – the first ever idea camp and open mic which allows you to immerse yourselves in a day full of disruptive ideas. A freestyle attendee driven idea camp, UnPlugged serves as a platform for anyone who has an extraordinary story to tell and for people who thrive on ideas and innovation. Slated to be held on 3rd November 2018, at ISDI Tower, One Indiabulls Center, Lower Parel; the event opens the doors for one and all to get a glimpse of the TEDxGateway experience before the main event!
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.
