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The 6th edition of BW Applause Experiential Marketing Awards took place on 12th October at The Park, New Delhi, drawing a full house despite it being a public holiday. The industry’s unwavering support for the event showcased the immense value and affection participants hold for these awards.
Addressing the audience at the summit, Dr. Annurag Batra, Chairman and Editor-in-Chief of BW Businessworld and Founder of exchange4media, highlighted the rapid growth of the event industry, driven by technology. He emphasized, “The events business is not just about intellectual property; it’s also a finance business, a tech business, and a creative business. Events are crucial in building brands and creating face-to-face interactions. Today, almost every media company organizes events, making them integral to editorial products and community building.”
Dr. Batra further elaborated on the evolving nature of the industry, saying, “Events are about content, credibility, and curation—an art and science in itself. The MICE business and the wedding industry are growing rapidly, contributing to the overall growth of the event ecosystem. Additionally, marketers' experiential spending is on the rise, accounting for 8% of marketing budgets, and even higher, between 12-15%, in sectors such as liquor, BFSI, and retail.”
Looking ahead, Dr. Batra predicted a bright future for the events and experiential domain, stating that the sector is breaking barriers and surpassing expectations.
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