People, passion and purpose: Experiential marketing in the age of AI

Time of India

26-05-2025

HighlightsAs India's marketing landscape evolves, brands are realizing that human connection is the ultimate differentiator in a digital economy projected to contribute nearly one-fifth of national income by 2029-30. Experiential marketing is reclaiming its importance as consumers seek authentic and memorable experiences amidst the overwhelming digital noise, with events like ELECRAMA and India Energy Week serving as powerful platforms for storytelling and connection. The integration of sustainability into experiential marketing not only enhances brand visibility and credibility but also fosters meaningful connections, transforming customers into brand ambassadors who advocate for a shared purpose.
Not long ago, marketing was about the loudest message and the widest reach. Today, we live in an age where AI can deliver hyper-personalised ads in seconds, and algorithms predict consumer behaviour with uncanny precision. Efficiency has reached unprecedented heights. Yet, amid this digital deluge, one truth is becoming clearer: it is human connection—not automation—that remains the ultimate differentiator.
As India's marketing landscape transforms, fuelled by a digital economy projected to grow nearly twice as fast as the overall economy and contribute almost one-fifth of national income by 2029-30, brands face a paradox. AI offers unmatched scale and speed, but consumers, fatigued by the constant barrage of digital messages, crave something deeper: authentic, memorable experiences. And this is where
experiential marketing
reclaims centre stage—bringing back meaning in an otherwise mechanised world.
AI has unquestionably reshaped how we engage with audiences. In India alone, 70% of marketing budgets now flow into digital channels, with tools like AI-driven martech enabling precision targeting and real-time personalisation. At events, AI enhances experiences too—personalised attendee journeys, QR codes unlocking custom demos, and post-event analytics that measure engagement down to the last second.
But even as AI sharpens our tactics, it cannot replicate the warmth of a handshake, the energy of a live demonstration, or the trust built through face-to-face conversations. Today's consumers, bombarded by nearly 5,000 ads daily, are tuning out the noise. They are looking for brands that feel human, tangible, and purpose driven. And here, events emerge as powerful catalysts—offering not just interactions but shared moments that build loyalty and inspire trust.
Industry gatherings have evolved. No longer defined by booths and banners, they are now immersive platforms for storytelling, collaboration, and connection. Events like ELECRAMA and India Energy Week have become milestones where ideas converge, partnerships form, and brands come alive. By blending AI's precision with human creativity, we are crafting experiences that resonate on both personal and collective levels.
Consider the immersive zones that are redefining event spaces today. Powered by AI-driven insights, these zones are designed to speak directly to varied audiences—engineers, policymakers, consumers—ensuring each visitor leaves with a story worth sharing. Real-time demonstrations, driven by IoT and automation, showcase innovations in action, while open forums invite candid, solution-driven dialogue. These aren't mere exhibitions; they are movements that echo India's broader push towards sustainability and innovation.
Sustainability, in fact, amplifies the power of experiential marketing. As brands partner with leading events & thought leadership platforms as sustainability champions, they integrate eco-conscious designs—reusable materials, energy-efficient displays, and green practices—into every touchpoint. This is not about optics; it's about walking the talk, inspiring change one meaningful connection at a time.
The impact of events stretches well beyond the venue. A thoughtfully executed event builds visibility, credibility, and trust—critical currencies in a world where consumers rank authenticity among their top priorities. Post-event, AI tools analyse feedback, social buzz, and lead conversions, turning fleeting moments into lasting relationships. When people feel part of something larger than themselves, they do more than buy—they advocate.
The results speak for themselves. Industry studies show that events drive up to 65% higher brand recall compared to digital campaigns alone. Strategic partnerships—be it with IPL teams or media platforms—further amplify reach, connecting with millions. But the real return lies in building communities. Events nurture dialogue, spark collaboration, and transform customers into brand ambassadors who carry forward your mission.
Are events worth the investment? Unequivocally, yes. While they require time and resources, the depth of engagement they deliver is unmatched. AI amplifies this value—optimising audience targeting, personalisation, and ROI measurement—but at the heart of it all remain people, passion, and purpose.
As India's electrical and automation landscape accelerates—driven by infrastructure growth and a collective sustainability ambition—events will continue to play a pivotal role. They are not just showcasing innovation; they are platforms where progress is catalysed, partnerships are forged, and visions come to life. Companies that succeed will be those that marry AI's precision with the irreplaceable spark of human connection to create experiences that don't just stand out but ignite real change.
In the age of AI, we must not lose sight of the power of presence. Events remind us that behind every data point is a person, and behind every brand is a purpose. The future belongs to those who build connections that matter—for India, for sustainability, and for tomorrow.