2024 KEY EVENTS

Ed Sheeran’s Indian comeback

Ayodhya Ram Mandir Inauguration

Indian Prime Minister Narendra Modi The musical sensation returs to

Mumbai, for the first time since the

MAR.
inaugurates a new temple in the historically
JAN.

significant city of Ayodhya, describing it as success of his 'Divide Tour' in 2017.

the dawn of 'a new era' for India. Dedicated to Sheeran brings his record-breaking
the Hindu god Ram, the temple stands at the '+ - = ÷ x' tour to India, with a
site where a 16th-Century mosque was performance at the city’s Malaxami
demolished by Hindu mobs in 1992, Race Course.
triggering riots that resulted in the loss of
nearly 2,000 lives.

India Art Fair General Election 2024

APR.
FEB.

The coming together of 100 The national election is expected to

exhibitors, including 71 galleries, 7 be held between April and May
design studios, 26 new exhibitors, 18 2024 – deciding the next PM and
international galleries, and thousands 543 members of the Lok Sabha, the
art connoisseurs from across the lower house of Indian Parliament.
globe, India Art Fair, now in its 15th
year, is the most pivotal event in
India’s art calendar.
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Entertainment giants combat digital fatigue
by bringing creations to life in real-world
formats, breaking free from screens. This
bold approach revitalises experiences,
offering a refreshing break from the virtual
world.

#hybridspaces
#offlinevsonline
#reallifeengagement
#experienceeconomy
#cravingIRLmoments
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In a time characterised by virtual fatigue, consumers
increasingly desire experiences that stimulate the senses,
and that create authentic connections, in real life, with
people who share the same passions. Entertainment giants
are responding to this demand, by creating real-world
iterations of their digital output.

Challenging the traditional hospitality industry, these media

players are becoming social connectors and creators of
passion-driven gatherings. They achieve this by blending retail,
dining and interactive experiences, inspired by and integrating
references to their digital content, and placing them in festivals
and pop-up venues. Such events serve as vibrant destinations
where online communities can meet in the real world.

These activations are powerful tools. Coming together to share

new moments in unexpected spaces, already-engaged
audiences strengthen relationships. By focusing on passion
points, brands enhance their cultural value amongst targeted
groups, fulfilling people’s need to bond and connect. However,
obstacles like the Indian government’s ban on platforms such
+225% 15,000
as TikTok and games like PUBG remain challenges. live entertainment enthusiasts Nykaaland, an offline event
from top metropolises, as well as hosted by online beauty
Tier II towns like Lucknow, giant Nykaa, sees 15,000
Bhubaneswar and Nagpur, come footfall at its inaugural
FROM VIRTUAL, SOLITARY out for live event experiences, edition.
INTERACTIONS marking an extraordinary growth BookMyShow 2023
of 225% in ticket sales in 2023.
BookMyShow 2023

TO
REAL-LIFE
EXPERIENCES
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EXPERT INSIGHTS

« When we create immersive

experiences for films or OTT it gives

« Brands recognise the potential,

integrating live entertainment
consumers an opportunity to touch,
feel and get familiar with the
content first-hand. Lately,

«
into their annual budgets for consumers have been facing an
real-time audience Brand partnerships bring overdose of content and are
engagement. Initiatives like together two worlds, led by two bombarded with new releases every
early bird ticket sale phases brands, to tell one story neither week and creating live experiences
showcase fan-first strategies could have told alone. These is a sure-shot way of attracting
and have been met with partnerships open up a whole them. The content can become
phenomenal responses.” new way to connect with relatable and real for consumers if
people and create new they go through a first-hand
Anil Makhija
cultural moments that make a experience through an immersive
COO–Live Entertainment
& Venues, BookMyShow real impact." environment.”
Ankur Kalra
Shilpa Singh Managing Director,
Vibgyor
Senior Director of Marketing
Partnerships, APAC, Netflix on
Brand Partnerships for The
Archies
INSPIRATION CASES
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Youtube India celebrates 15 years Netflix Original ‘The Archies’ Nykaaland festival

A festival to interact with India’s favourite Beyond the screen and into unforgettable India’s first beauty and lifestyle festival
content creators experiences
In a groundbreaking collaboration between Indian e-
YouTube Fanfest (YTFF) marked YouTube's 15-year commerce powerhouse Nykaa and entertainment hub
Netflix hit The Archies unfolded into a tapestry of unforgettable fan
journey in India with a grand event in Mumbai, showcasing BookMyShow Live, Nykaaland hosted 80 local and
experiences, beyond the screen. From nostalgia-dives to strategic
the explosive growth of India's creator ecosystem. This international brands for a spectacular beauty and lifestyle
Gen Z engagements, the series immersed audiences in a vibrant
extravaganza featured talents in comedy, music, dance, festival. Attendees immersed themselves in brand booths,
world brought to life through unique collaborations. Archies-
gaming, beauty, and food. Over 5000 fans and creatives masterclasses, interactive games, installations, and more.
themed WhatsApp stickers by Meta, Maybelline New York's
gathered in person, with thousands more joining the With 15,000 beauty enthusiasts, including makeup artists
limited-edition makeup collection, Starbucks India's movie-
excitement through the live stream. Beyond scintillating and content creators, the two-day event provided brands
inspired menu, Skybags' stylish backpack line, and Vistara's retro-
performances, the event offered an exclusive 'Meet & an on-ground platform to connect with potential
themed "Flight to Riverdale" give just a glimpse into the enormity
Greet' for superfans eager to connect with their idols. The customers. Nykaaland became a unique opportunity for
of the immersive journey. Collaborations extended to the limited-
YouTube Fanfest stage roared to life with an electrifying brands to foster deeper relationships within the
edition Boat Stone Majestic Riverdale Rocker Bluetooth speaker,
opening act by Raja Kumari, culminating in a high-energy community, empowering attendees to embrace their
meaning 'The Archies' didn’t just entertain, it transformed the
finale by the iconic Badshah. YTFF 2023 wasn't just an individual beauty stories with confidence.
viewing experience into a dynamic and multidimensional
event, it was an immersive celebration of creativity, experience.
deepening the bond between creators and their devoted
fans.
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HOW TO ENGAGE

Collaborate with entertainment giants to bring their worlds

Foster the bond and connect needs and
into reality
related moments of conviviality
— Partner with well-known entertainment brands, from film and
— Build destination spaces for online
television studios to social media platforms and video game
communities, so they can be part of real-life
publishers, to create real-world events. These could range from
passion-driven gatherings.
themed parties in bars to pop-ups in multi-purpose venues, or
— Tailor real-life events to reflect popular media, activations in festivals.
ensuring your brand is seen as a connector
— Explore the development of limited-edition drinks,
between the digital passions of consumers and
merchandising and interactive experiences, inspired by these
their real-world manifestations.
partners’ output, such as films, series, games, worlds,
characters…