As we begin the New Year, we spoke to industry leaders to reflect on the shifts that shaped 2025 and the forces expected to define 2026. For Sameer Tobaccowala, CEO, Shobiz, 2025 marked a decisive shift from one-off spectacle to sustained, value-driven experience ecosystems.
Reflecting on the most significant experiential trend of the year, Tobaccowala explains how brands moved beyond isolated moments to continuous cultural presence:
“The defining shift of 2025 was the transition from 'blockbuster' one-off events to sustained Experience Ecosystems. Brands realized that an 'emotional high' is fleeting; to stay relevant, they had to move from transactional moments to a continuous, value-driven presence in their audience's lives.
We brought this to life through our work with RuPay at Sunburn. Rather than treating it as a standalone zone, we positioned RuPay as the heartbeat of the entire festival journey. By integrating exclusive 'RuPay Amplified' ticket access, fast-track entry, and premium on-ground lounges with a broader year-long 'Live Events Passport' strategy, RuPay became an enabler of culture, not just a payment method. This ecosystem approach ensures the brand is present at every concert and major event, transforming a single touchpoint into a self-sustaining cycle of belonging and organic advocacy.”
Looking Ahead to 2026
Turning to the future, Tobaccowala outlines how experiential marketing will deepen participation, blur realities, and engage the senses in more disruptive ways. “In 2026, the 'Creator Economy' evolves into the 'Community Economy.' Our work on the YouTube Creator Collective events this year proved that impact is highest when brands stop talking at audiences and start building with them. By transforming events into collaborative hubs where creators don’t just attend but actively shape the narrative, we move from passive consumption to organic advocacy. This shift mirrors the success seen in automotive and tech communities, where curated, high-touch experiences turn users into lifelong brand believers and self-sustaining ecosystems of influence.”
From Real to Surreal: XR Takes Centre Stage
He adds that immersive technology will move from novelty to narrative backbone: “In 2026, the boundary between physical environments and digital fantasy will vanish. Our execution of the Kia Seltos World Premiere, which featured India’s first 360-degree 3D immersive brand films and complex structural engineering, proved that audiences now crave 'physical immersion.' Moving forward, XR (AR, VR, MR) will move beyond 'gimmicks' to become the primary narrative tool. Brands will use these technologies to transport audiences into 'surreal' realms, where data visualization and storytelling become tactile, interactive experiences. By blending high-stakes operational planning with seamless digital layers, we transform traditional stages into infinite canvases for brand imagination.”
The X Factor: Sensory Disruption
Finally, Tobaccowala points to a future where experiences are designed to be felt, not just seen. “By 2026, the 'X Factor' will move beyond visual spectacle to become a tool for Sensory Disruption. As digital fatigue peaks, the most successful brands are moving towards an unexpected physical stimuli to bypass the 'scroll-past' mindset. We pioneered this shift with the vivo X300 ‘Go Into The Wild’ launch, where we dismantled the predictable 'stage-and-screen' format in favor of a tactile, nature-integrated ecosystem. This trend is about creating 'physiological resonance’, using multi-sensory touchpoints to anchor a brand in the audience's long-term memory, ensuring the experience is felt, not just viewed.”
(As told to Jennifer Thomas)
