Imagine walking into a store where, instead of being bombarded with sales pitches, you’re invited into a whole new world. You step into an Ikea, and it’s not just about buying a new couch – it’s about envisioning the kind of life you could live with that couch. Or maybe you’re at Starbucks, sipping on your usual order but feeling like it’s somehow more than just coffee; it’s a mood, a community, maybe even a lifestyle. Welcome to the world of ‘Experience Culture,’ where brands aren’t just selling products; they’re offering up little universes for us to step into, explore, and make our own.
Nike doesn’t persuade consumers with ads; it integrates itself into their lives through fitness tracking, achievement sharing, and motivation. Royal Enfield sells not just motorcycles but the spirit of the open road, nurturing a brotherhood of riders. Red Bull’s product barely appears in its communications; instead, it powers a world of extreme sports, art, and culture.
This evolution signals the blurring boundaries between marketing and life itself. As brands build ecosystems of engagement, they aren’t just selling products anymore but shaping experiences.
Platinum Guild International came up with a fan-first campaign, offering fans a rare opportunity to come face-to-face with cricketer and brand ambassador MS Dhoni. Sujala Martis, Director – Consumer Marketing (India), Platinum Guild International, says that such experiences aren’t just about selling, it’s about stirring something real. It’s the art of turning a fleeting moment into a lasting memory, into meaning. She adds that its success is measured by conversations sparked and the cultural impact it creates. The best experiences draw people in, inviting them to belong to something bigger.
“In a world where audiences can scroll past content in a heartbeat, the true power of an experience lies in how it changes what people feel about your brand, how they interact with it and how they remember it. When experiences leave an emotional imprint, they build momentum that turns into advocacy and cultural relevance, the metrics that matter most in the age of attention fatigue,” Martis explains.
So, what’s behind this shift? And why are we, as customers, gravitating towards it? Let’s take a look at how these brands are pulling us in, one experience at a time. It’s more than shopping or working out – it’s a carefully crafted invitation to connect, belong, and be part of a story. Dive in as we explore how Starbucks, Cult Fitness, McDowell’s and more have embraced the experience culture and made it a game-changer for all of us.
“I’m a big fan of Ikea myself, and one of the most striking things is how non-intrusive the shopping experience feels. The layout and communication guide you seamlessly from one section to the next, making the whole process very engaging. You’re free to explore without anyone pressuring you to buy, which makes discovering new items enjoyable. People often go in with specific plans but end up purchasing much more than intended, a testament to how the setup encourages exploration. Even the subtle, welcoming environment in-store feels less like a sales pitch and more like an invitation to interact with the products at your own pace,” says Sudhir Nair, Founder and CEO, 21N78E.
Ikea stores are designed to feel more like a curated experience than a typical retail store. They’re known for their distinctive layout: a winding pathway called ‘the maze’ guides customers through various showroom setups, each resembling different rooms in a home. The spaces are organised to inspire, with staged living rooms, kitchens, bedrooms, and bathrooms showcasing products in real-life settings, so you can visualise how items might look in your own space.
“In store, our showrooms are designed to inspire, showcasing real-life room settings customers can relate to. Online, we offer tools like the Ikea Kreativ, a design tool allowing customers to visualise products in their homes. By combining practical solutions, immersive in-store experiences, and seamless online tools, we create meaningful connections that enhance our customers’ lives at home,” says Jasmeet Sood, Country Manager - Home Furnishing & Retail Design Manager, Ikea India.
Vishesh Sahni, Founder & CEO, White, states that digital and on-ground initiatives have increasingly become inextricable from each other. A digital campaign that talks ‘at’ its audience but doesn’t weave in a more interactive, experiential lens to the conversation is rarely memorable. On the other hand, an on-ground experience lives in posterity for digital-native audiences to consume, beyond just the ones who attended it in person.
“Experiential has expanded its own definition and scope over the past few years. It is no longer restricted to brand events – but rather envisioning a holistic, integrated approach that creates resonance, memorability, and active interaction,” he explains.
Burger King has consistently embraced technology to engage its fans into having memorable experiences. During a major cricket event, the company connected with audiences through real-time, contextual messaging, creating a unique experience during a widely watched tournament. During Diwali 2025, Burger King launched ‘#BurgerKingSwaadKaPatakha’, an innovative campaign inviting customers to a microsite where they can select a favourite Burger King item and pair it with a firecracker. With AI, they can design personalised packaging to share on social media, and by tagging Burger King India with #BurgerKingSwaadKaPatakha, they’ll receive a free Whopper. This campaign celebrated the festive spirit and let the customers create memorable experiences. The burger joint focused on variety and affordability in their offerings, introducing new products based on customer preferences.
Additionally, the company launched BK Café, a platform offering a diverse selection of beverages to enhance the in-store experience. Kapil Grover, Chief Marketing Officer, Burger King India, says, “We have deployed multiple successful campaigns in the past; However, our most recent campaign ran on International Coffee Day, when we launched ‘Roast the Roast’, inviting guests to share and roast their worst coffee experiences while enjoying free coffee. The campaign went viral reaching over 60 million audiences and garnered over 75 million impressions, including 1.02 lakh likes, 6.2 million post engagements and more than 800 shares across social media platforms.”
Every day, we see brands continually evolving and strengthening their experiential ecosystem, introducing new and refreshing experiences. The launch of Barbie with a Diwali-themed makeover is a historic step forward for the brand, highlighting cultural representation in a meaningful way. This special collaboration with a renowned Indian designer presents the iconic doll in a fresh light, honouring Indian traditions and style on an international platform. It’s more than a doll in festive clothing; it’s the first initiative to truly ‘Indianize’ Barbie, transforming her into a lively symbol of Indian culture.
As a producer, Ganesh Pareek, Executive Producer and Partner, First December Films, says that he treats every campaign like a live show —where the experience doesn’t end with the curtain call, but continues through sustained audience interaction. That’s the new expectation: don’t just capture attention, choreograph emotion that travels.
“They [the brands] still say ‘we want a film’, but what they actually mean is ‘we want something that people will feel’. A film has become the emotional spark that starts a larger ecosystem,” he describes what brands today are focusing on. “When Marvel made Iron Man, it didn’t end with one movie; it opened a universe. That’s exactly how brand work functions now. The film is just Act 1; the Reels, concerts, and creator collabs are Acts 2, 3, and 4. Every brief now asks: ‘How do we make people live inside the story?,’” he explains.
Somany Ceramics aligns its strategies with a design culture that prioritises personalisation and creativity, with a strong commitment to fostering a Design-Centric Community. The company’s showrooms act as inspiration hubs, featuring case studies, model setups, and exclusive design consultations. Through collaborative spaces—both physical, like flagship showrooms, and digital, including an online platform—Somany Ceramics empowers customers, designers, and architects to connect, engage, and bring innovative design concepts to life.
“It’s a strategic move to deepen emotional connections with consumers, enhancing relatability and fostering loyalty. The cultural relevance of this collaboration is key: it speaks directly to Indian consumers, a market that values both heritage and modernity, and strengthens the global appeal of Barbie by embracing diversity. From a marketing perspective, this ‘glocalisation’ strategy—adapting a global brand to reflect local culture—cements Barbie’s position as a brand that celebrates all children, embracing their unique identities and cultures. It also reinforces that it isn’t just a seasonal product; but a sustainable brand relationship builder,” says Anshuman Chakravarty, VP & Head of Marketing and Communication, Somany Ceramics.
Brands also create experiences that can be tweaked by people and turned into fun marketing campaigns. A great example of a brand experience is Spotify Wrapped. It’s an annual experience that Spotify creates for their listeners based on their listening data.
“Over the years, it’s become a cultural phenomenon where now a lot of brands replicate the wrapped format and engage with their target audience. Last year, the Congress party as well as the BJP, used our Spotify Wrapped format to communicate their messages for the election campaign. Even Mumbai traffic police issued a ‘Wrapped Card’ of the number of challans issued by them,” says Vikram Pandey, Chief Creative Officer, Leo India.