MAM
Vigor Media Worldwide secures PR mandate for Rana Group
Mumbai: Vigor Media Worldwide has successfully secured the coveted Public Relations (PR) mandate for Rana Group, a dynamic force in diversified industries. Evolving into a powerhouse engaged in sectors like Infrastructure, Power, Agriculture, Defense, Electric Vehicles and more, Rana Group stands as a key player in India’s business landscape.
Especially prominent in the E-Mobility segment, Rana Group has emerged as a frontrunner, revolutionising the Electric Vehicles domain with groundbreaking innovations under the prestigious brand name Erisha E-Mobility. Among other group companies, Vigor Media Worldwide will exclusively handle the media mandate for Erisha E-Mobility. This strategic collaboration underscores Vigor Media Worldwide’s proficiency in PR and communication, aimed at solidifying its reputation as a trailblazer in the industry.
Vigor Media Worldwide emerged victorious in a competitive bidding process, succeeding in an intense multi-agency pitch. The mandate will be managed by the Delhi-NCR office of Vigor Media Worldwide. The agency’s dedicated team, alongside proficient national and international associates, will execute the PR mandate. The primary objective is to enhance Erisha E-Mobility’s visibility and support the brand’s expansion goals.
Expressing enthusiasm about this collaboration, Rana Group & Group of Companies chairman and managing director Dr Darshan Rana said, “Partnering with Vigor Media Worldwide aligns with our commitment to excellence and strategic growth. We look forward to leveraging their expertise to effectively communicate our diverse offerings, and global partnerships, and highlight the success of Erisha E-Mobility, our esteemed venture renowned as the best Electric Scooters, Electric Bikes, Electric Three-Wheelers, and Electric Buses Manufacturing Company in India.”
Commenting on the win, Vigor Media Worldwide founder Nikhil Singhal said, “We are honoured to be chosen as the PR partner for Rana Group, a dynamic entity with a vast footprint across industries. Our team is committed to crafting compelling narratives that showcase Rana Group’s achievements, values, and its significant role as a key player in various high-tech sectors, including Erisha E Mobility, a beacon in electric mobility solutions.”
Rana Group’s extensive portfolio encompasses infrastructure projects, electrical equipment, real estate, agricultural equipment, dairy farm equipment, and Erisha E Mobility – recognised as the Best Electric Scooters, Electric Bikes, Electric Three-Wheelers, and Electric Buses Manufacturing Company in India. The group’s dynamic presence extends across multiple sectors, reflecting its commitment to excellence and innovation in each facet of its operations.
Vigor Media Worldwide is known for its cross-sectoral expertise spanning various industries, including Real Estate, Education, Lifestyle, FMCG, Hospitality, Healthcare, Technology, Security, Consulting, and many more. The agency’s client portfolio includes top-of-the-line brands in the industry.
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.
