安永：2026从注意力争夺到沉浸式体验：印度体验式营销增长战略要务研究报告（英文版）（48页）.pdf

1、The growth imperative of experiential marketing in IndiaBeyond attention.Into immersion.January 2026The past few years have marked a defining shift in how consumers engage with culture,community and brands.Digitally fluent,experience-hungry audiences are rewriting the rules of engagement.What was on

2、ce an occasional leisure activity is now an essential part of identity,discovery and belonging.For the media and entertainment sector,this shift represents far more than a behavioral trend and signals the emergence of a new economic engine.Experiences today sit at the intersection of creativity,tech

3、nology and commerce.They influence what audiences talk about,what they share and,increasingly,what they choose to buy.This convergence has created significant opportunities for brands to build deeper,more authentic connections with consumers.As experiential marketing gains strategic importance,brand

4、 leaders are asking sharper questions:How do we design moments that truly matter?How do we measure impact beyond impressions?How do we build cultural equity,not just visibility?These questions reflect a maturing landscape where experiential is not a novelty,but a disciplined,high-impact lever requir

5、ing the same rigor,creativity and long-term thinking as any core marketing investment.This report aims to equip brand leaders,CMOs and marketers with a pragmatic,forward-looking view of experiential marketing in India.It distils consumer shifts,market momentum,brand strategies and activation pattern

6、s into a clear and actionable playbook.Whether through anticipation-building,immersive participation or post-experience amplification,experiential marketing offers a powerful,full-funnel pathway for brands seeking deeper affinity and stronger commercial outcomes.As the industry evolves,one thing is