As the winter chill sets in, cities transform into playgrounds of lights, celebration and festivities. The chill breeze mandates the wardrobe transition from t-shirts to cozy cardigans and sweaters, but another staple emerges this season. Events! From small intimate gatherings to mega concerts like the NH7 Weekender, everything goes live during the winters! When brands are constantly seeking new ways to drive consumer engagement, beyond traditional advertising, branded events or launch of Intellectual Properties (IPs) is quickly gaining prominence. From beauty and food to entertainment why are all sectors taking the event route? Well, unlike title sponsorships or traditional exhibitions, IPs allow brands to have complete control over the event’s messaging, consumer interaction, and ultimately, the overall brand identity. What began as a trend primarily for the alcobev industry, drawing in large crowds, has now evolved into a marketing phenomenon embraced by brands across sectors. From the VH1 Supersonic to Yamaha Call of Blue Weekend, live events offer curated experiences that speak directly to the hearts of their consumers. These events often look like parties or concerts but in reality, they’re dynamic platforms where brands can engage, influence, and connect with their audiences in real time.
Power of the People
The rise of branded events in India is a testament to the shifting dynamics of the relationship between brands and their consumers. Historically, brands used to engage with their customers through sponsored events or small booths tucked away in larger exhibitions. Fast forward to today the industry is witnessing a shift, with companies—both large and small—investing in creating their own events or properties that are tailormade to convey their brand message to their target audience.
Zomato’s Zomaland has grown to become a benchmark for branded events in India. What started as a food and entertainment carnival in 2018, has now grown into a multi-city experiential festival attracting over five lakh attendees across its four editions. According to Zeenah Vilcassim, CEO of Zomato Live, the event has evolved significantly. “Zomaland offers interactive stalls, live entertainment, an array of food offerings, and games. Over the years, we’ve attracted more than 1,300 restaurants and hosted over 290 live performances by comedians and musicians,” says Vilcassim. The 2023 edition alone garnered millions of social media impressions and heightened brand loyalty among Zomato’s user base.
Similarly, Nykaaland, a ticketed fashion festival hosted by Nykaa, is a prime example of how brands can leverage experiential marketing to engage directly with their target audience. Kanishka Jain, Co-founder of Eze Perfumes, states, “Nykaaland 2024 was an incredible platform for Eze to connect with a dynamic audience of beauty enthusiasts. It was the perfect opportunity to introduce more people to our fragrances and enhance awareness about our ethos.” The festival brought together beauty lovers, influencers, and brands to celebrate all things beauty; while having some fun along the way! Eze Perfumes, which was a gifting partner at the event, saw a notable increase in brand awareness. Jain adds, “These events significantly boost brand recall and validate the quality of our products in real-time settings.” Social media also plays a role in tracking the success of these events.
In today’s digital first world, influencers are the trend-setters! Events that set up booths to appease the aesthetic seekers of the social media world, are able to track their success through more than just ticket sales. The buzz that an event creates, be it through media publications or influencer marketing, directly impacts the renewal of the event for further editions. Over the past couple years, many brands like TVS, Swiggy, Royal Enfield, have hosted successful festivals that accommodate the merriment in marketing while keeping their brand identity at the core of the carnivals.
But it’s not just beauty and fashion brands that are capitalizing on the power of branded events. Royal Enfield, the iconic motorcycle brand, known for its rugged appeal and adventurous spirit, has also embraced the idea of experiential marketing. Royal Enfield’s Motoverse set up interactive booths integrating music and brand collaborations in real-life (IRL), creating an experience so immersive, that it gained a fan-following of its own. Motoverse even won top honours at Spotify’s maiden Hits Awards in India this year, for live activations that went beyond just automobiles and created an unforgettable experience for its attendees and its partner brands.
According to PQ Media’s Global Experiential Marketing Forecast 2024-2028, the global experiential marketing sector was was valued at a substantial $116.14 billion in 2023, and is anticipated to hit $128.35 billion in 2024, surpassing pre-pandemic figures. This surge in experiential marketing indicates a shift towards more immersive, personalised consumer experiences—especially because younger consumers are more inclined to purchase from brands they’ve had the chance to interact with. For brands, these IPs are not just about visibility but about building stronger emotional connections.
Zomato, for example, views Zomaland as a way to deepen customer relationships and strengthen ties with restaurant partners. Vilcassim adds, “Zomaland allows us to showcase the culinary expertise of our partners while simultaneously creating a platform for customers to connect over their shared love of food.” A study conducted by EventTrack in 2023, showed that 91% of consumers are more likely to purchase a product or service after participating in a branded event. This is a significant shift from traditional advertising, where the effectiveness of ad campaigns can be harder to quantify. With events like Zomaland, which blend food, entertainment, and technology, Zomato is able to engage consumers on a much deeper level, fostering loyalty and advocacy.
Why Go The IP Way?
Why are more brands creating their own IPs rather than simply sponsoring existing events? Maddie Amrutkar, Founder, Glad U Came, points out that ownership over the event allows brands more control over messaging and consumer experience. “When you sponsor an event, you’re limited in how you communicate your brand’s message,” Maddy explains. “But when you create your own IP, you can curate the experience, engage with your audience directly, and customise the entire event to fit your brand’s ethos,” he adds. While launching an IP is expensive, the returns are immeasurable. According to Amrutkar, from real-time consumer feedback, to unpaid influencer promotions, and organic social reach, the benefits of launching a successful IP are immense, however there are no proper metrics in place to track them. So at present, the success of an event is measured by the buzz it creates on social media.
The ability to gather first-party consumer data is another key benefit. Zomato, for instance, has capitalised on the insights from Zomaland to offer exclusive pre-sale ticket access to RuPay cardholders. “Our partnership with RuPay allowed us to collect valuable consumer insights while offering enhanced customer experiences,” says Vilcassim. This data-driven approach helps brands fine-tune their marketing strategies and deepen engagement with their audience.
Why Not Just Go Digital?
As brands continue to invest heavily in digital advertising, the question arises: why choose live, branded events when online platforms offer a broader reach? Jain of Eze Perfumes offers a balanced perspective. “Digital platforms offer incredible reach, but live events provide a sensory experience that digital can’t replicate. The feedback we receive in-person, the chance to interact with customers, and the emotional connection forged during these events are invaluable,” she elaborates.
Lakme Fashion Week, one of India’s oldest IPs has been around since 1999. Maddie, who worked with LFW for over 11 years, explains that the sheer exposure provided by Lakme Fashion Week is unparalleled in terms of reach. While LFW is unlike other D2C events, brands would spend heavily to be associated with it, this reach was conceived even before Digital or social media existed. LFW hence is a testament to the true power of personal connect.
The rise of branded events as a powerful marketing tool shows no signs of slowing down. With live experiences becoming an integral part of brand-building, and more companies—across sectors like beauty, fashion, food, and automotive—are diving into the world of IPs. Events like Lakmé Fashion Week, Zomaland, and Royal Enfield’s Motoverse are just the beginning. As these events continue to grow and evolve, brands will find new ways to engage, delight, and ultimately convert consumers.
In an age of overwhelming digital content and fleeting online ads, branded events offer brands a way to forge lasting emotional connections, gather valuable insights, and create experiences that resonate long after the event ends. Whether it’s through fashion, food, or the thrill of the open road, the future of marketing is immersive—and the brands that can create memorable experiences will lead the way. So, while the future may be online, the personal touch provided by events will always be the real deal.
