India’s Rs 13,000 crore live events market fuelling experiential marketing push: BookMyShow–EY report

India’s Rs 13,000 crore live events industry is emerging as a major platform for brands as marketers increasingly shift toward experiential marketing to drive consumer engagement and purchase intent, according to a report by EY-Parthenon and BookMyShow.

The report, titled Beyond Attention. Into Immersion, found that 78% of Indian consumers prefer spending on experiences over products, reflecting a broader shift toward participation-led consumption that is reshaping brand strategies.