'Loyalty and trust is key in the Indian market'

Experiential Marketing strategies are on the rise in the Indian marketing spectrum. As brands find more ways to connect with consumers beyond the screen to strengthen a deeper bond, Sachin Bansal, Chief Explorer & Founder, India City Walks (City Explorers Pvt Ltd), takes us through the nitty-gritty of the consumer journey that begins with an engaging experience at the e4m RedCarpet Experiential Marketing Summit. 

"Curating experiences and delivering experiences are two different things...", said Bansal.  He further explains what it means to create an experience for an Indian market, and outlines customer acquisition strategies that can unlock the future-proofing of client successes.

Bansal elaborates on why experiences matter: "Strategies that create unique experiences for the culturally rich Indian markets and go beyond the transactions with an artful integration, will create an unbreakable bond with the consumers". He explains that India is big on loyalty, and "loyalty and trust is key in the Indian market".

Indian consumers are evolving, and seeking experiences. The landscape is changing from product-centric to experience-centric executions, which has only been accelerated by digitalization.

He further talks about a few case studies such as 'Holi Hues' experience and 'Culinary Trails Of India' that incorporate vibrant experiences, pop-up events, interactive classes, and cultural performances. These campaigns have resulted in increased brand visibility, strengthened brand positioning, and a surge in market share and product sales.

The key element of experiential marketing is the seamless integration of products and services into multi-sensory engagement activities that are imbibed into regional sensibilities and traditions. The integration of Products & Experiences in the Indian context also requires innovative strategies such as interactive in-store experiences, virtual try-on experiences, and in-store and cultural heritage unveiling, he adds.

Bansal states, "Storytelling in experiential marketing in India is a powerful tool. The focus lies in the art of storytelling". It all begins by tracing the origin of products and services... The brands need consistent narratives across personalized journeys. ROI-driven strategies lead to loyalty and success but challenges such as diverse cultural preferences need to be solved with meticulous research, local partnerships, and robust strategies.