MAM

India's AdEx revised to Rs 62,483 cr. by EEMA; includes 'experiential' with 13.6 per cent share

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/10/19/Experiential-Marketing_1.jpg?itok=8B8Vx2t5

MUMBAI: ‘Experiential Marketing’ or the concept of creating a bond between the consumer and the brand beyond ‘buying and selling’ by immersing them in an experience, is an underrated and underrepresented form of marketing, several marketers guiltily admit.

Historically they have shied away from accepting experiential as a separate media to spend on, due to the dearth of representative figures, measurement challenges  and studies done on the subject.

Off-late things have changed and experts observe that experiential marketing is increasingly becoming part of the popular marketing conversation, thanks to the acceptance of digital and the advent of several new technologies.

This has led to several industry bodies to sit up and take notice, and do a quantitative evaluation of the sector.  In fact a recent report on the sector released at the EEMAX Conclave 2016 has raised India’s estimated total adex for 2016-2017 to Rs 62,483 cr by including an additional ad ex of Rs 8,483 cr represented by experiential marketing.  

As per a report compiled by Business World and Tstratoo, in partnership with Event and Entertainment Management Association (EEMA),  between 2014 and 2016 the experiential marketing industry has seen an estimated 16 to 17 per cent growth.

The EY-EEMA report for 2014-2015 assessed the experiential marketing industry size to be worth Rs 6250 cr in terms of revenue out of which Rs 3750 cr represented the organised sector and Rs 2500, the unorganised sector. Estimates for its 2015-2016 report pegs the industry at Rs 7281 cr, showing a growing increase in the representation of the organised sector. It amounted to Rs 4,369 of the total worth in 15-16 financial year.

EY-EEMA predicts sector's growth

Identifying 'experiential' as a whole new media segment in which marketers are investing their media budget, the study further provides an advertisement expenditure break-up.

FICCI-KPMG report predicts India’s total AdEx to reach Rs 54000 cr in the year 2016.  Citing that advertising spend in the experiential marketing sector doesn’t feature in the major industry reports like FICCI-KPMG, GroupM’s TYNY and Pitch Madison, the report takes the liberty to include the estimated Rs 8,483 in the total adex, increasing it to Rs 62,483.



public://chart.jpg

Upon consulting the report with marketing expert and Maxus experiential marketing national direct Vidur Patney, he said, “It is a disorganised and fragmented sector. Not many firms have a process or are part of larger groups to ensure that the quoted figures are spot on to be used in such researches. While I trust EY, the numbers are what companies say, and are seldom validated.”

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/31/photogrid_plus_1627722831149.jpg?itok=22xU-7KC
Hyundai joins forces with BBC Future for more sustainable world

Mumbai: South Korean automotive major The Hyundai Motor Company will be the exclusive sponsor of BBC Future Planet throughout the month of August. With the sponsorship, the carmaker aims to reach global audiences looking to create a more sustainable world. Launched in February 2020, BBC Future...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/31/photogrid_plus_1627722678610.jpg?itok=E_owGNAL
Gozoop bags integrated marketing mandate for Saint-Gobain

Mumbai: Gozoop has won the integrated digital marketing mandate for Saint-Gobain for its glass vertical. As part of the mandate, the digital marketing agency will be responsible for social media management as well as digital media planning & performance marketing for the brand. Additionally,...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/31/fatax.jpg?itok=tJdYtDxz
Bikano ropes in Chhota Bheem for launch of new snack range

Mumbai: Snacks major Bikano has taken the license for one of India’s most popular kids-show characters Chhota Bheem for the launch of its extruded products range under the sub-brand ‘Fatax’. The new offerings include Ringz (masala and tomato flavour), Puffeez, Cheese Balls, Pasta Crunch, and Jungle...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/30/photogrid_plus_1627648759344.jpg?itok=2d5pcKgV
Britannia rolls out new campaign for Milk Bikis Classic relaunch

Mumbai: FMCG major Britannia is all set to bring back the iconic Milk Bikis Classic biscuit to the market, beginning with Tamil Nadu. The relaunch is being supported by an influencer-driven digital campaign ‘An Ode to Simpler Times’ that is currently running across social media platforms including...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/30/shaiesh.jpg?itok=njj-L-F7
P&G appoints Shailesh Jejurikar as global chief operating officer

Mumbai: Global consumer products major, The Procter & Gamble Company (P&G) has announced the appointment of Shailesh Jejurikar as the global chief operating officer (COO), with effect from 1 October. This is in line with the change at the CEO level with Jon Moeller taking over from David...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/30/photogrid_plus_1627640289745.jpg?itok=YS7zMkr7
Matrix reinvents itself as the most inclusive brand

Mumbai: American salon brand Matrix on Friday announced a brand renovation at recently held Matrix India M-Day, the community e-connect programme. 

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/30/photogrid_plus_1627634289413.jpg?itok=S3JNilah
upGrad India onboards Abdul Wajid Shaikh as head of performance marketing

Mumbai: Edtech major upGrad on Friday announced the appointment of Abdul Wajid Shaikh as head of performance marketing for India. In his new role, Shaikh will be driving end-to-end performance marketing across digital platforms. He will also work towards streamlining and automation of the entire...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/30/photogrid_plus_1627629321275.jpg?itok=rxk5ns8T
HiveMinds names Manav Khurana business head - marketplaces

Mumbai: Hiveminds Innovative market solutions, the digital specialist of Madison World, has brought on board Manav Khurana to head its growing marketplace division. Khurana is a seasoned e-commerce professional armed with over 12 years of experience across global brands. Before joining HiveMinds,...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2021/07/30/photogrid_plus_1627623485305.jpg?itok=df4C06mA
Cashfree appoints Vikas Guru as chief financial officer

Mumbai: Digital payments and banking technology company Cashfree has announced the appointment of Vikas Guru as its chief financial officer, to fuel the next phase of its growth.

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required