Experiential Marketing
Brand experiences people step into. Installations, pop-ups and the campaigns that get retold afterwards.
Experience is expensive per person and unusually effective per person, which is the opposite of almost all other media. That makes it the wrong tool for building reach and the right one for products that need explaining.
Notes on installations, pop-ups and street formats — including the ones that predate marketing entirely and still hold a crowd better than anything with a screen.
A logo at the edge of the circle is not a brand experience
Sharad Navratri runs 11–19 October in 2026, nine nights of Garba across Gujarat and well beyond it. Most brands that sponsor a ground get a backdrop and a booth. The ones people remember get inside the circle.
· 7 min read
Three objections keep brands out of experiential marketing
Almost nobody argues against experiential marketing any more. The brands that still are not doing it give the same three reasons, and each one has a practical answer.
· 7 min read
The QR code is not the strategy
An activation with a QR code on the backdrop is not phygital. It is an activation with a QR code on the backdrop. The join has to be designed, or there is no join.
· 7 min read
What works in a village does not work in a mall
In a mall you are competing with lunch. In a village you are competing with nothing at all — and that turns out to be a harder problem, not an easier one.
· 6 min read
How we launched a tractor engine oil with puppets
TRACTAGRI XPL had to reach farmers across seven states. Farmers do not read advertising, and they do not stop for a brochure. They do stop for a show.
· 8 min read