MAM
Why athletes & celebrities are ditching regular water for black Alkaline water
Mumbai: In the world of health and wellness, staying hydrated is paramount, and celebrities are leading the charge with a new trend: black alkaline water. Known for its distinctive colour and unique health benefits, black alkaline water is quickly becoming a staple among top celebrities, including Anil Кароог, Varun Dhawan, Badshah, Malaika Arora, Sara Ali Khan, Kajal Aggarwal, Karan Johar, Trent Boult, Rachin Ravindra, Arshdeep Singh.
Anil Kapoor during his recent movies’ promotion was spotted with spoke Black Alkaline Water, he said “My fitness, my passion, my quest for more. Black alkaline water from the fighter in me to the fighter in you, trust me it works.”
Trent Boult, New Zealand’s International cricketer was spotted with Black Alkaline Water and when asked what was in his hand, he said “It’s Black Alkaline Water, in hot weather like this, you need to stay hydrated.”
Karan Johar, on being asked ‘Do you drink black water?’ He replied- “Sab peete hai mai bhi peeta hu. Healthy hai peena zaruri hai.”
Ranvijay Singha said “I moved to black alkaline water some time back and I’ve been extremely happy with it as it is multifunctional and more than just water. Its pH is more than eight which reduces the acid built-up in the body and the minerals flush out the toxins and detoxify the body. Never thought even water can be black in colour.”
Celebrity Nutritionist Pooja Makhija said “Staying healthy, staying hydrated with boosted immunity is quite the need of the hour. India’s first black alkaline water has 70 essential minerals which are derived from the core of the Earth and all these minerals have high potency, help you detoxify, reduce acidity and stay hydrated for longer duration.”
Celebrity Nutritionist Yasmin Karachiwala said, “As Evocus is loaded with minerals and high alkalinity, it continuously flushes out toxins from our body and provides detoxification. I started using it 30 days ago and I surely see a difference.”
This surge in popularity is not just a fleeting fad. Black alkaline water stands out in the crowded beverage market with clinical research backing its benefits. Studies have shown that black alkaline water can enhance hydration and reduce exercise-induced fatigue, it maintains the body’s gut health, and detoxification, making it a perfect fit for the active lifestyles of celebrities.
The appeal of black alkaline water among celebrities can be attributed to its functional benefits beyond simple hydration. As the demand for functional beverages grows, more individuals are seeking drinks that offer additional health advantages. Black alkaline water fits this demand perfectly, offering a unique composition that supports overall well-being.
In an era where health and fitness are paramount, the rise of functional beverages is undeniable. Black alkaline water’s unique properties, including its enhanced hydration capabilities and ability to combat fatigue, make it an attractive choice for those committed to maintaining peak physical condition.
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.
