Beyond Attention: Why Brands Now Buy Experiences, Not Ads

Travis Scott's Delhi show sold roughly 100,000 tickets in minutes — ₹100 crore before a single ad ran. The EY-Parthenon × BookMyShow report explains why brands are moving budgets from interruption to invitation: 59% recall and a 55% lift in purchase intent among activated fans — plus the asterisk the report's own sponsor makes necessary.