MAM
“We’re not bound by traditional methods.”: Tanmay
Mumbai: In digital marketing, where creativity meets strategy, Numb3r Impact Agency emerges as a trailblazer. Founded by Rishi Kishnani and Tanmay Bahulekar in January 2024, this agency isn’t just another player in the field—it’s a visionary force reshaping how brands connect with audiences.
Imagine a realm where audio and video converge seamlessly to tell compelling stories and drive measurable results. That’s the essence of Numb3r Impact Agency, where Rishi’s extensive background in national content creation meets Tanmay’s prowess in video-led solutions. Together, they’ve forged a path away from traditional digital norms, opting instead for a video-first approach that resonates deeply with clients across diverse sectors.
By focusing on tailored, hyperlocal content strategies and embracing new-age tools, they deliver impactful campaigns that resonate across diverse client sectors. Their innovative use of technology and commitment to storytelling ensure Numb3r Impact Agency stands out as a dynamic force in the advertising industry.
Indiantelevision.com caught up with the Numb3r Impact Agency co-founders of Tanmay and Rishi to know more about their agency and its strategies
On the launching of Numb3r Impact Agency and inspiring its founders to integrate audio and video dynamics into their approach
Tanmay: Numb3r stepped up as a force in January 2024. It wasn’t just about blending audio and video. Rishi brought creative leadership skills from a national perspective, and I had operational execution skills.
Rishi: Also, we decided not to go with the conventional methods used by digital agencies. Our video-first approach is unique and is working wonders for our clients.
On Numb3r Impact Agency achieving significant reductions in customer acquisition costs within six months
Tanmay: It’s about turning conversations into conversions (C2C). We create lean, adaptable content for all forms of online distribution, focusing on engagement and efficiency.
Rishi: And it’s not just about the numbers. We nurture our team to ensure they have the creativity and support to innovate, which is a huge part of our success.
On the strategies that Numb3r Impact Agency employed to demonstrate strong performance across diverse clients
Rishi: We tailor strategies to each brand’s core values and goals. This bespoke approach ensures we deliver impactful results across various sectors.
Tanmay: Using new-age tools, we create hyperlocal content that speaks directly to the audience in their language, driving deeper engagement.
On Numb3r Impact Agency tailoring its marketing strategies to meet the varied needs of clients
Rishi: We dive deep into each client’s vision, creating strategies that align perfectly with their goals. This ensures effective and resonant campaigns.
Tanmay: Our tool-driven approach allows us to scale content and speak to audiences in a hyperlocal context, making our strategies versatile and effective.
On the unique qualities or experiences, the partners at Numb3r Impact Agency bring that differentiate them from traditional agency backgrounds
Rishi: My radio background provides a fresh perspective on storytelling, while Tanmay’s video expertise ensures we’re always ahead in visual engagement. Together, we’re a powerhouse. And we’re not traditional digital advertising; our blend of creativity and strategy sets us apart.
Tanmay: We’re not bound by traditional methods. Our innovative use of technology and creative approaches set us apart.
On the challenges Numb3r Impact Agency faced in transitioning from unconventional origins to achieving rapid success in the advertising industry
Rishi: Starting from a chance encounter to forming a major partnership was challenging. But our combined skills and the trust from Concept Group propelled us forward. And remember, it’s all about the people. Our team’s creativity and dedication are our greatest assets.
Tanmay: Scaling quickly required robust processes and smart use of new-age tools. It was tough, but our tech-driven approach made it possible.
On Numb3r Impact Agency integrating video-led narratives into their strategy to achieve deeper audience engagement
Tanmay: Every strategy starts with a video. We create compelling stories that captivate audiences, ensuring our clients’ messages hit home.
Rishi: We also create content for ourselves—podcasts, documentaries, music videos—because at our core, we’re a bunch of creative chaps who need to stay stimulated and ahead of the curve.
On the combined strengths in audio and video dynamics enhancing Numb3r Impact Agency’s ability to innovate in the advertising industry
Rishi: Our audio and video expertise allows us to craft multi-dimensional campaigns. This unique blend gives us an edge in creating innovative, engaging content. Plus, our success with major brands and becoming a national agency in under six months shows our approach works.
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.
