Milena Traikovich has built a career at the intersection of data-driven performance and creative engagement, helping brands navigate an era where traditional advertising often falls on deaf ears. As a Demand Gen expert, she specializes in transforming passive audience interest into high-quality leads by leveraging the latest shifts in consumer behavior and performance optimization. In this discussion, we explore the transition from broad-scale awareness to high-intent consideration, the burgeoning ₹13,000 crore live events industry in India, and how the synergy between digital creators and physical activations is redefining the marketing funnel. We delve into why the modern consumer values participation over observation and how brands can capture dedicated attention in a fragmented world where reach is no longer the ultimate finish line.
How do you perceive the evolving distinction between simply reaching an audience and moving them toward true brand consideration?
For a long time, the industry treated reach as the ultimate finish line, but in 2026, we have finally acknowledged that visibility does not automatically equate to intent. Reach is often just a byproduct of an infinite scroll where a brand fights for a fleeting 30-second window that is easily forgotten the moment the thumb moves upward. Consideration, however, is about building a bridge that makes a consumer want to actually experience the product or influence their future purchasing decisions in a meaningful way. When we focus on consideration, we are moving away from the superficial “did they see us?” to the much more vital “did we give them a reason to choose us?” This shift requires a deeper level of storytelling that transitions from a brand speaking at a consumer to a brand existing within the same physical or emotional space as the consumer.
With the creator economy maturing, how should brands balance influencer partnerships with the growing demand for physical, experiential marketing?
It is a significant mistake to view influencer marketing and experiential marketing as competitors; in reality, they are two halves of a modern, holistic strategy. Influencer marketing is brilliant at keeping a brand within the daily social conversation and building that initial layer of trust through authentic creators who have already earned their audience’s loyalty. However, experiential marketing offers something a screen simply cannot—a dedicated attention span and an intentional environment where the brand is the main event rather than an interruption. While an influencer can spark the initial flame of awareness, a live experience allows the consumer to step inside the brand’s world and touch, feel, or interact with its core values. By combining the two, you ensure that the buzz created online is anchored by a tangible, memorable moment that solidifies brand credibility and turns a follower into a participant.
What drives the significant trend where nearly 78% of consumers now prioritize spending on experiences over physical products?
This shift toward an experience-led economy is fueled by a profound desire for moments that can be shared, revisited, and talked about long after the physical transaction ends. For younger audiences in particular, the inherent value of a product is often secondary to the memory or the social capital gained from participating in something unique and communal. When you consider that 78% of Indian consumers are now choosing experiences, it tells us that the “what” of a purchase is being rapidly replaced by the “how” and “where.” Brands that tap into this are no longer just sellers of commodities; they become facilitators of meaningful life events that people hold close to their identities. This participation creates a neurological and emotional connection that the passive consumption of a static product could never hope to replicate.
As India’s live events industry reaches a valuation of nearly ₹13,000 crore, what specific business outcomes are making these investments so attractive to strategists?
The attractiveness lies in the measurable impact on the bottom line and long-term brand health that these high-intent environments provide. When we look at the data, 59% of attendees actually recall the specific brands they interact with on-ground, which is a staggering number compared to the low recall rates of traditional digital advertising. Furthermore, 55% of these consumers report a significantly higher purchase intent after a physical activation, proving that these aren’t just “feel-good” events but powerful lead-generation tools. The fact that 63% of attendees feel that a relevant brand activation actually enhances their overall event experience is a total game-changer for the industry. It means we aren’t fighting for attention or interrupting their fun; we are becoming a valuable, welcomed part of their day, which naturally facilitates app downloads, product trials, and the collection of high-quality first-party data.
Why are campus activations in Tier 2 and Tier 3 cities becoming such a strategic priority for brands looking to build community?
These campuses represent high-intent environments where young audiences are looking for more than just a sales pitch; they are looking for a sense of belonging and participation. In Tier 2 and Tier 3 cities, there is often a massive appetite for brand interactions that feel authentic to the local culture and the specific identity of the student community. By activating on a campus, a brand stops being a distant corporate entity and starts becoming a member of the social fabric of the students’ lives. It allows for a natural build-up of consideration through repeated, high-quality exposure in a space where the audience already feels comfortable and safe to explore new ideas. Success in these regions is measured not just by total footfall, but by how many students actively engage in product trials or become organic advocates within their own influential social circles.
Using the example of the Nestlé KitKat and One Piece collaboration, what can other brands learn about creating “shareworthy” content through physical spaces?
The Mumbai Comic Con activation was a masterclass in understanding that digital content should be a natural byproduct of a physical experience, not the primary objective itself. By recreating an iconic pirate ship from the anime, the brand didn’t just put up a generic stall; they invited 7,000 visitors to physically step into a beloved fictional world over just two days. This level of immersion naturally sparked over 500 pieces of user-generated content because people are psychologically driven to share things that feel extraordinary or deeply personal. When the experience is truly authentic to the community—like anime fans at a major convention—the “marketing” happens organically through the attendees’ own lenses. Brands should focus on creating a tactile, sensory moment so compelling that the audience feels a genuine need to capture it and share that piece of their world with their network.
How does moving from a traditional product demonstration to an active participation model change the consumer’s journey toward a purchase?
The transition from watching a motorcycle stand still on a stage to actually feeling its capabilities through an off-roading challenge or a drag-race format is what bridges the gap to a final sale. Hero MotoCorp’s campus activations succeeded because they didn’t just tell students the bikes were powerful; they let them hear the roar of the engines and feel the suspension work through obstacles. This firsthand experience answers the consumer’s internal questions about performance, reliability, and “fit” far more effectively than any glossy spec sheet or video ad ever could. By moving from passive viewing to active participation, the brand creates a lasting sensory memory that is permanently associated with the product’s actual utility. This effectively shifts the consumer from a state of “I know this brand exists” to “I know exactly what this product can do for me,” which is the very essence of high-intent consideration.
What is your forecast for experiential marketing?
I expect to see the complete dissolution of the boundary between digital and physical realms, where every live event is designed with a “phygital” infrastructure from day one. Brands will increasingly move away from one-off, shallow sponsorships toward long-term community presence, treating live environments as the primary source for first-party data and deep consumer insights. We will see the ₹13,000 crore industry grow even faster as more companies realize that 55% of their audience is demonstrably more likely to buy after a hands-on experience compared to a digital touchpoint. Ultimately, the future belongs to those who view marketing as an invitation to participate rather than an instruction to buy, transforming casual customers into a loyal, engaged community of advocates.
