Branding in the age of experiences, Marketing & Advertising News, ET BrandEquity
Consumers today aren’t just seeking quality products or services; they’re looking for novel experiences. They want brands to excite and engage them in ways that are relevant and memorable. The desirability of brands is no longer determined solely by product quality but also by the emotions they evoke, which linger long after the transaction.
Recently, Lay’s launched its first experiential campaign, Ways to Lay’s, to strengthen its association with street food culture. The brand partnered with food trucks to curate dishes inspired by Delhi’s street food legacy, offering menu items like Lay’s Ki Aloo Tikki and Jug Soya Soya Laage.
Saumya Rathor, Category Lead at PepsiCo, shared, “We’re trying to increase the frequency of consumption occasions. As the market leader in the snacking category, Lay’s is primarily consumed at snack time. We want to tap into and fuel the subculture of food experimentation.”
Brands can explore various ways to integrate experiential elements. While Lay’s wove itself into popular culture, many brands leverage communities driven by shared purpose.
Rohit Sharma, Chief Marketing Officer at Hero Cycles, stated, “We’ve moved beyond simply selling bikes. Our focus is on creating experiences that promote a healthier and more connected lifestyle.”
He added, “Through our campaigns, we encourage people to see cycling not just as a mode of transport but as a way to reconnect with their environment, community, and themselves. The goal is to inspire a cultural shift where cycling becomes a part of everyday life, not just a product that is bought and used.”
In the past, communities came together through shared activities like marathons, biking trips, music performances, and theater. Today, digital platforms play a significant role in fostering these connections. Popular fitness brands like Nike and Decathlon use apps and WhatsApp groups to create engaged communities.
Digital payments brand Paytm tapped into the New Year’s Eve sentiment by creating a Paytm Party Mix with artist Gravero, enabling users to bond over a shared love for music.
A Paytm spokesperson stated, “We crafted the Paytm Party Mix to create an immersive experience for our users, connecting them to the pulse of popular culture.”
Similarly, during the wedding season, Paytm released a short video featuring a groom wearing a QR code garland, showcasing how its services can be part of life’s memorable moments.
“These initiatives aim to create lasting connections with customers and build brand affinity beyond the screen,” remarked the spokesperson. “At Paytm, we don’t just want to be seen as a service; we want to be part of life’s most meaningful moments.”
Experiences Elevate Brands
Creating experiences is a more intangible and subjective exercise than running a traditional ad campaign, yet experiential campaigns are becoming increasingly prevalent. What’s driving this trend?
Preeti Nayyar, Senior Vice President & Business Head at Universal Music Group, remarked, “Functional marketing is old news. Today, consumers have a voice in everything. Brands need to step up, be real, reflect shared values, and tap into cultures and passions that resonate.”
For the Ways to Lay’s campaign, the intent was to move beyond the category constraint of being perceived solely as a snacking brand.
“Lay’s aim is to become part of your day—not just when hunger strikes, but during moments of connection and enjoyment,” explained Rathor.
Another reason brands should invest in experiences is their evergreen nature. While the utility of a product may attract an initial purchase, the experience associated with it drives repeat purchases and loyalty. Experiential campaigns can also be refreshed over time to remain relevant to consumers.
The trend of leveraging experiences is evident across industries and demographics. As younger generations shape brand engagement, companies are exploring deeper ways to connect with consumers. Brands that effectively tap into experiential marketing often find themselves leading in their respective markets.
Looking ahead, the challenge for brands lies not just in crafting clever marketing propositions or unique selling points (USPs) but in understanding how consumers relate to the brand in their daily lives. As Maya Angelou famously said, “People don’t remember what you said, but how you made them feel.”
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