MAM
The One Show opens its doors to the insurgents
NEW YORK: The One Club has shaken up its awards structure in the most significant overhaul in decades, launching The One Show Indies—a dedicated competition designed to level the playing field for independent agencies, design firms and freelance creators locked out of the global creative spotlight by better-resourced rivals.
The new category, debuting within The One Show 2026, is a direct challenge to the holding company orthodoxy that has long dominated the industry’s most prestigious accolade. Entry is restricted to truly independent outfits: at minimum 51 per cent founder or staff-owned, with no more than four physical offices. The signal is unmistakable. The One Club reckons independent shops are being starved of recognition, and it intends to rectify that.
The One Club chief executive Kevin Swanepoel framed the initiative as an act of creative liberation. “The One Show Indies is like a new rebel wing inside The One Show,” he said, summoning the rhetoric of insurgency. “We’re recognising independent shops and creators who make powerful work without holding company budgets and restraints.”
The economics of entry have been designed to entice participation. Submissions are capped at a modest ten entries per eligible shop, with each piece of work allowed into no more than three categories. Entry fees come at a steep 20 per cent discount off The One Show’s regular rate, whilst burdensome case study films are restricted in their use as judging material. The combined effect is tangible: a genuine attempt to remove the financial and administrative friction that deters cash-strapped independents from throwing their hat in the ring.
The jury will be drawn entirely from creatives at independent agencies, using the same rigorous judging standards that underpin The One Show’s reputation. Winners will claim Gold, Silver and Bronze Pencils and Merit awards, with an additional Crystal Pencil bestowed on an overall Best of Indies champion. A separate celebration event is planned, staged in casual surroundings away from the formal May ceremonies during Creative Week.
The One Show Indies crystallises a shift in the creative industry’s consciousness. Independents have spent years grumbling about glass ceilings at award shows dominated by multinational holding companies. They’ve complained—often with justification—that the costs of entry and the judging structures inherently favour agencies with dedicated awards departments, bigger budgets, and armies of administrative staff to shepherd work through the submission process.
This new category doesn’t solve that structural imbalance entirely. But it cracks the door open. For smaller shops punching above their weight, a One Show Pencil—even one contested exclusively amongst independents—remains a genuine prize. It offers market validation, bragging rights, and the kind of industry credibility that shapes client perceptions and staff recruitment.
The One Club’s motives are plainly also commercial. Awards bodies thrive on volume and participation. Attracting a hitherto underserved cohort of independents will swell submission numbers and fortify The One Club’s position as the creative industry’s dominant credentialing authority.
Entry deadlines are stacked across four rounds, with the super-early window closing 30 October 2025, offering the deepest discounts. Regular entry runs until 23 January 2026, with a final window through 20 February 2026. Judging commences in January, with winners announced in May.
The One Club operates as a non-profit, recycling revenue from entries back into industry programming across four pillars: education, inclusion and diversity, gender equality, and creative development. That circularity—awards funding grassroots support—gives the organisation a moral sheen beyond the commercial calculus of conventional awards schemes.
The One Show Indies lands at a moment when the creative industry is reassessing who deserves a voice. This rebel wing may just prove to be the most inclusive—and competitive—corner of the awards landscape.
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.
