India's live events market becoming new brand playground: BookMyShow-EY-Parthenon report.

The article focuses on the growing importance of experiential marketing in India, highlighting a shift from traditional attention-based advertising to immersive, participatory brand engagement. A report by BookMyShow and EY-Parthenon reveals that experiential media now accounts for about 23% of India’s media and entertainment revenues, driven by consumers’ preference for experiences over products. Live events such as concerts and festivals provide brands with opportunities to create emotional connections, enhance recall, and boost purchase intent, with many brands across sectors investing strategically in this approach. Examples include RuPay, Kotak Mahindra Bank, H&M India, Nykaa, Visa, and Diageo, which leverage experiential platforms to build cultural relevance and long-term consumer loyalty. [Extracted from the article]