Rather than merely advertising, the focus should be on creating locally relevant content: Smruthi Rajagopalan, L'Oréal

In the ever-evolving landscape of brand-consumer interactions, live events have emerged as a potent platform for forging meaningful connections. Offering a tangible and immersive experience of their offerings, brands find dynamic settings to seamlessly integrate their propositions and showcase unparalleled creativity.

As the anticipation builds for the upcoming second edition of Lollapalooza in India, produced and promoted by BookMyShow, a panel discussion was held in Mumbai on 17 January as a prelude to the music festival, exploring the exponential growth of experiential events in India and how brands can artfully embed themselves into the vibrant tapestry of live events. 

The panel comprised Owen Roncon, chief of business - live entertainment, BookMyShow; Shashank Srivastava, senior executive officer, marketing and sales, Maruti Suzuki; Tushar Malhotra, head of marketing, Bisleri, and Smruthi Rajagopalan, assistant general manager, marketing, L'Oréal. 

Mastering the harmony of experiential events and brand fusion

Roncon set the tone of the discussion and stressed on the thriving experiential business in India driven by the youth's desire for entertainment. 

"At BookMyShow, our business spans various aspects, including live music, sports, and cultural events. We aim to be an integral part of India's leisure time, capturing the coveted 6-11 pm time slot. There is a shift in consumer behaviour, where people now seek maximum value for their leisure time and are less willing to give it away for free," expressed Roncon. 

Discussing why brands should invest in live events, Roncon delved into the challenges of traditional advertising, where consumers resist engagement. 

He shared, "Brands like Netflix, Spotify, and Amazon Prime, should be applauded for offering premium services without intrusive ads. Brands need to find effective ways to be part of the consumer journey by focusing on effectiveness rather than just profitability."

Memorable CX 

Srivastava highlighted Nexa Lounge's strategic collaboration with Lollapalooza, focusing on offering a comprehensive lifestyle and experiential package beyond just automotive buying.

"Nexa Lounge has associated with three genres for the upcoming music festival – lifestyle, fashion, and music, featuring their IP, Nexa Music with AR Rahman. We aim to provide a platform for young Indian artists through Nexa Music, with plans for performances, displays, Nexa Lounge, Car-A-Oke on YouTube, and road shows to amplify Lollapalooza's vibes across the country," Srivastava stated. 

Explaining Maybelline's inaugural collaboration with Lollapalooza, Rajagopalan underscored the importance of live events for the makeup brand to let consumers experience the brand. 

She said, "The 'makeup playground' will be created at Lollapalooza, offering a space for people to try different looks, swatch colours, and engage with the vibrant world of makeup. The goal is to build brand love and connect with the core target audience." 

Malhotra shared Bisleri's approach to disrupting the category by making 'water cool' at Lollapalooza. "We aim to refresh festival-goers with offerings like Vedika and Himalayan spring water, providing an elevated experience with parks, bars, and helium balloons to paint the sky blue. The goal is to redefine the functional benefits of water and create a memorable festival experience," voiced Malhotra. 

The evolution of brands engaging with live events in India 

Owen accentuated that as live events are on an upward trajectory, the goal is to build effective brand engagement. 

"The focus should be on premium offerings that evolve with consumer preferences, staying ahead of trends and ensuring relevance throughout the year. The goal is to provide frequent offerings, moving beyond annual events to offer consistent value. We envision a future involving not just sponsorship opportunities but also the creation of brand campaigns around them. The aim is to extend engagement beyond events, building sustained brand presence. The current engagement level is just the surface, there are larger plans in development to go beyond event-based interactions and create comprehensive brand campaigns," voiced Owen. 

Rajagopalan discussed how brands can balance authenticity and beauty promotion amidst the festive beats.

She underlined, "Authenticity is crucial with this generation; they see right through anything less. Our focus is on creating an experience rather than just selling products. While product sales are a welcome byproduct, our primary goal is to empower the consumer, instilling confidence to try and experience the magic of makeup. The key lies in seamless and organic integration, aligning naturally with the festival atmosphere." 

She added, "Festival looks like our 'Lolla looks,' offer a way for consumers to get ready for the event, presenting Maybelline as a supportive ally. This approach ensures an authentic connection with the consumer, keeping the engagement genuine and organic."

The crucial blend of brand-consumer engagement 

Malhotra spotlighted the heightened significance of business events in the post-pandemic era. 

He shared, "Experiential events serve a threefold purpose: engaging with the audience, acting as a content creation hub for UGC and influencer content, and functioning as a consumption platform for trials and retail sales. This 360-degree strategy enhances our brand's identity, resonating with events that align with our values. Experiential marketing beyond being just events, embodies a complete and integrated approach to consumer engagement."

Crafting relevance

Giving the audience a take-home message, Rajagopalan emphasised the importance of seamlessly integrating with the unique on-ground events to build a genuine connection with attendees. 

"Rather than merely advertising, the focus should be on creating locally relevant content that enhances the overall Lolla experience. For brands like Maybelline and Nexa, this involves going beyond brand awareness, such as curating 'Lolla looks' specific to the festival. Ultimately, brand success lies in presenting oneself in a way that aligns with the immersive world of an event, meeting the consumer's desire for a truly authentic and connected experience," she concluded.