MAM
Yubi Group unifies Corpository and Finfort under new Identity: Accumn
Mumbai: Yubi Group is pleased to announce the rebranding of Corpository and FinFort under a new identity: Accumn. This strategic development is a significant advancement in Yubi’s mission to create a comprehensive AI-ML first credit decisioning platform. Corpository, acquired by Yubi in April 2022, has been pivotal in delivering advanced credit evaluation and monitoring solutions, particularly within corporate lending. Following the acquisition of FinFort in May 2023, which expanded its capabilities into retail credit assessment, Yubi has addressed the increasingly complex demands of credit managers. Now, under the new brand Accumn, these capabilities are fully integrated, providing a robust, full-stack platform that enhances every facet of the credit decisioning process.
Accumn, the new unified platform under Yubi Group, is set to provide a comprehensive solution for all credit decisioning needs. The platform covers the entire debt lifecycle, offering capabilities in five key areas: credit evaluation, credit process automation, end-to-end integration, AI-driven credit decisioning, and credit monitoring. By leveraging generative AI, Accumn delivers precise and efficient credit decisions, along with robust monitoring, ensuring a seamless approach to managing credit processes. This platform is designed to help businesses streamline financial management and mitigate risks with greater accuracy and efficiency.
Corpository the co-founder & CEO Aniket Shah will lead Accumn as its CEO. Shah, who has been instrumental in driving Corpository’s growth and innovation, stated, “Accumn is designed to meet the critical need for precise, unbiased, and data-driven credit decisioning. In today’s financial environment, the challenge lies in accessing data and effectively synthesizing and applying it to make objective and fair lending decisions. Accumn leverages cutting-edge machine learning (ML) and artificial intelligence (AI) technologies to empower credit managers with sophisticated tools that improve the accuracy and transparency of every decision. This strategic shift from data management to advanced decisioning products reflects Yubi Group’s commitment to leading innovation in financial services. By bringing together the strengths of Corpository and FinFort, Accumn is positioned to become India’s most advanced AI-first credit decisioning platform.”
On the rebrand, Yubi Group chief marketing officer Karanpreet Bindra said, “The brand name Accumn is derived from and is a celebration of the ‘acumen,’ prudence, and astute judgment displayed by the credit underwriting and monitoring community daily. Accumn as a brand stands at the unique intersection of human intelligence, data, and artificial intelligence, designed to supercharge the decision-making capabilities of the perfectionist underwriter. Acumen’s brand identity reflects the brand promise of enabling precision in every decision and being the pioneer of bringing AI tech to real-life use cases while operating within and supplementing the larger brand architecture of Yubi.”
Financially, Corpository saw a 400 per cent Y-o-Y growth in revenue in FY24. With the new brand, Accumn is expected to be a major revenue driver for Yubi Group, with projected revenues increasing by 2x in FY25. This growth trajectory underscores the value Accumn brings to Yubi’s portfolio, aligning with the group’s vision of becoming a global credit decisioning market leader.
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.
