Can you remember 3 recent online ads? Probably not. But you will definitely remember the last concert or comedy show you saw with friends. This difference is changing the world of marketing in India. According to FICCI-EY report, India’s live events segment to grow by 44% to reach ~14,500 crore by 2025. It is now the fastest growing category in the media and entertainment industry. This is just one example of a big change. Samridha Tibrewala, head of partnerships and revenue at BookMyShow, tells Fortune India that this is not just a trend but a structural change in consumer behaviour. Anirudh Ravichander’s shows become housefull within minutes, Zakir Khan’s is filling halls in more than 40 cities and plays like ‘Hamara Ram’ have crossed the 500 shows mark. Brands have sensed this change. Earlier the measure of success was how many eyes saw the logo. Now the question is how deeply the audience felt the brand. A report prepared by BookMyShow in collaboration with EY-Parthenon shows that 59% of the audience who had an on-ground experience at a live event remembered the brands present there. 63% agreed that brands improved their experience and 81% found the integration to be natural. There are some interesting examples too. For example, Airbnb curated Mumbai experiences with Siddhant Chaturvedi. Rupay resolved the fan’s problems throughout the journey from ticket booking to the event. Lenovo offered a chance to create an AI-generated personalized poster at Lollapalooza. Every experience here is different, every memory is personal. Tibrewala says that Gen Z (15-30 year old youth and teenagers) does not want to listen to brands. This generation wants brands to be a part of their world. That’s why successful brands are now focusing on customer experience. According to Tibrewala, the path ahead is wider. Comedy, regional music, immersive art exhibitions and tier-2,3 cities – all are new frontiers. In a flood of AI-generated content, live entertainment is the human experience that no algorithm can imitate. Thousands of people singing a song together – this moment can neither be recorded nor repeated. As Tibrewala says, ‘Memories cannot be recovered’ and this is where the real marketing is happening.’ Not reach, but participation became the new measure of success. In traditional marketing, ‘Reach’ and ‘Impression’ were the measures of success. Now these are just the minimum expectations. Brands now want to measure ‘engagement depth’, audience emotional involvement, post-event buzz and lasting brand affinity. One audience at a live event that spontaneously promotes the brand to their community is more valuable than a digital reach of millions.
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Genji wants to make brands a part of its world: India’s live events segment to grow by 44% to Rs 14,500 crore in 2025
