AdStand: Looking back at 2015, Episode 3

The two dominant trends of 2015 have been mobile, apps data and how they are invading every sphere of our lives. While there are challenges that the new technology makes us face, largely this invasion is good for us, the consumers. The third trend is actually not inspired by technology, and while the trend may have started a year ago, it became a thing to speak about this year.

Trend 3: India now has a new category called Live Entertainment properties.

Chances are some of us now know Rakesh Kumar. I am not sure we know who the India captain was when India won Gold Medal in Asiad Kabaddi, but as the captain of Patna Pirates, he is well known; his videos on YouTube have massive following. India has seen the birth of some new stars, and they come from football, hockey, kabaddi and badminton. The big news is not that other sports are going the IPL way. Nor is the big debate about whether this is good or bad for sport. The big news is that advertising industry now has a completely new category – a category that has no old rules to fall upon, no examples to learn from. There are very few categories that excite a wide swathe of audience, that bring men, women and children on one plank and cheer for themselves with abundance of excitement.

The various leagues have created campaigns that moved the audience. From #baddies or the badminton league to pro tennis league that brought global icons to India, we have never had a time as good as this.

Sports leagues have helped the leagues to become large and become a mass consumption category. But sport is not the only arena where we have seen the emergence of live events as a category. Music is the other.

Sunburn is now well established and it runs many formats across the year. There are new brands that came to the concert this year in a much bigger way. NH7 Weekender and Enchanted Valley Festival are two large properties that became more than mainstream this year. Music as an industry is actually as large as sports and holds as many possibilities. From small, localised properties to many more large formats, the consumers will sing along with them.

The overwhelming response that we have given to live entertainment events is a clear indicator that this was a large gap in the market.

Rakesh Kumar is one of the first new age celeb that this trend has created. Wait for many more to happen that won’t have roots to either cricket or Bollywood.

Original published here http://www.bestmediainfo.com/2015/12/adstand-looking-back-at-2015-episode-3/

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