MAM
The Script Room completes three years; plans original web series
Mumbai: Ad agency The Script Room has completed three years and a hundred ad films. Founded by Rajesh Ramaswamy and Ayyappan Raj in 2019, the agency has been offering content strategies, script writing and production to support clients.
The Script Room bagged its first project in April 2019 for Netflix India, a campaign around one of its originals “Selection Day.” Nine films were shot in one night. The campaign won the fledgling company the ‘Best Digital Creative Award’ at Star Re-Imagine awards. Their second campaign with a series of ten ads titled ‘So, what are you watching?’ for Netflix went on air during the World Cup and was an Effie Finalist. Post that The Script Room has worked with brands like OYO, Chumbak, Vedantu, Bumble, PhonePe, Great Learning, CoinSwitch, My11Circle, RummyCircle, PaperBoat and many more. Many of the films are popular and have won prestigious awards like Kyoorius and Abbys.
The young bespoke advertising outfit is modelled as a writers’ room and has worked with a diverse portfolio of clients.
“Over the three years, we’ve managed to run a smart, clean, cheerful set-up,” said The Script Room co-founder Ayyappan Raj. “Maintain a good work-life balance, avoid being factory-fied, encourage individuals to pursue whatever they want personally, good food, good drinks, bad jokes… simple joys and general happiness. Thanks to every single person who’s helped us do this.”
“This year and the coming years we are going after two things, first is something that’s long overdue, developing our own The Script Room Original – a new web-series that’s in the final stages of writing. Second is creating a working model of writers room for advertising, where we engage with writers outside of TSR. This we piloted a few months back and it’s coming about quite well,” he added.
“Like what one expects from a good movie script, we wouldn’t want The Script Room journey, our plot line, to lag or meander. Anything and everything that we’re doing is to progress the story further, while adding depth and colour,” he further said.
“These three years has been quite a ride. Honestly, we hadn’t planned it out. In fact, we just decided to go with the flow,” said The Script Room co-founder Rajesh Ramaswamy. “We’ve met a lot of interesting people along the way. Enjoyed a lot of goodwill, faith and trust. A lot of friends cheered us along. A lot of clients embraced this model. Though we didn’t have a retainer model, they’ve been good enough to return. That’s encouraging. They’ve also been kind enough to spread a good word about us.”
Ramaswamy added, “We’ve been clear that we want to collaborate with as many interesting people as possible. So, we’ve worked with a lot of established directors, and also a lot of new young talent. We keep engaging and meeting all kinds of writers from all fields with different sensibilities. People have given us books to read that they are working on. Some just come and jam with us on a story idea. Some come and sing us songs or recite shayari. All just for love. With no great agenda. We love this process and would always want to keep that alive. That’s our only trip.”
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.
