In recent years, the live entertainment industry in India has undergone a remarkable transformation, evolving from traditional art forms to a dynamic and thriving ecosystem. This shift is not merely about entertainment; it reflects a broader societal change, where people seek immersive experiences that connect them with their roots, their stories, and their communities.

One such well-known event is Zomaland by Zomato Live. Recently, the fourth season of Zomaland culminated in a high-energy finale at Bengaluru, travelling through the cheerful streets of Pune and Delhi to the lively bylanes of Kolkata and the shores of Mumbai. The event scaled across eight cities this year and witnessed a footfall of over 120,000 attendees across all cities. 

As per the FICCI-EY report 2024, the organised live events industry grew by 20 percent to Rs 88,000 crore in 2023, exceeding pre-COVID levels. 

Zeenah Vilcassim, CEO, Zomato Live engaged in a conversation with us to tell us about the rising importance of live events for brands and why they must invest in it.  

How did the pandemic lead to the growth of the live entertainment industry particularly? 

The Indian live entertainment industry witnessed massive growth in the year following the pandemic. This was fuelled by a renewed appreciation for the magic of live experiences which people missed during the lockdowns. Whilst the growth has slightly plateaued since then, customer love for events has not waned.

The pandemic hiatus has sparked a wave of innovation, pushing organisers to elevate the entire experience. For instance, live events are no longer isolated occurrences. Organisers are fostering a sense of community before, during, and after the event. Online forums, live chats with artists, and exclusive content for registered participants create a sense of belonging and shared excitement. Novel on-ground tech elements are making the experience more immersive. 

What top three consumer trends of experiential marketing have you observed with Zomaland this year? 

We observed some interesting customer trends. When it comes to consumer preferences, curiosity is driving a cultural shift towards variety. Today, consumers are no longer content with just the familiar. They actively seek new experiences, exploring a wider range of music genres, up-and-coming artists, and diverse culinary options. This reflects a cultural shift towards embracing novel and disruptive experiences. 

There is shared passion and a sense of community. Live experiences are evolving from mere entertainment to vibrant communities. Shared passions, whether for music genres, culinary adventures, or artistic expression, fuel the desire to connect. These events provide a platform for exploration – discovering new artists, cuisines, or perspectives. Learning happens organically through shared experiences and discussions. But most importantly, live events foster a sense of community. The shared enthusiasm creates a bond that transcends the event itself, building lasting connections around a love for something bigger than oneself. 

There's also a demand for Immersive Experiences. Consumers are no longer content with passive participation, they crave full engagement and immersion in events. We saw this come to life at Zomaland. Immersive experiences like The Carnival City and Table for Everyone by Black & White Ginger drew crowds in, adding to the overall engagement and excitement. 

What was the marketing mix you followed to amplify Zomaland? 

Given the festival's wide-ranging appeal, we implemented a multifaceted marketing campaign. Digital marketing was at the forefront, driving awareness around the festival. We also amplified the campaign through eye-catching OOH advertisements and by building a community through influencers and relevant new-age platforms.

What are the biggest advantages of events over traditional marketing for brands in the Indian market?

Traditional marketing methods still hold value, but in the dynamic Indian market, events offer a distinct advantage. Events create immersive experiences that forge deeper connections with consumers, moving beyond static advertisements. Imagine sampling a new beverage at a food festival, such interactive experiences leave a lasting impression in the consumer's mind. It’s about the holistic understanding of how to leverage experiences within the marketing mix for stronger effectiveness.

These events aren't just beneficial for the host brand; festivals like Zomaland also create an opportunity for other consumer-focused brands to connect with their target audience in real-time. In today's experience-driven economy, events offer a winning formula for brands in India. 

What's in store for Zomaland next year?

With each season, our commitment to offering exceptional experiences only grows stronger. The success of the fourth season has set a new benchmark and we are brimming with excitement for what the next season holds. We are brewing some exciting concepts with a focus on an overarching creative idea and can’t wait to unveil them at the next Zomaland.