Deal Watch
Why FMCG brands are doubling experiential budgets heading into the festive quarter
Three consecutive quarters of flat digital ROAS have pushed brand teams at HUL, ITC, and Marico toward live channels. Category spend data shows a 34% uptick in Q2 2026 experiential commitments — concentrated in music and food-adjacent events.
NowWat Research · 4 min read · June 2026
01
Trend
Gen Z discovery: live event attendance up 40% in Tier-2 cities — and brands aren't ready
Patna, Indore, Kochi. The next frontier for experiential is inland India — and the data is unambiguous.
NowWat Intel · 3 min · June 2026
IP Profile
Nariyal Pani Festival: how a beach IP became the most-coveted FMCG sponsorship property in Maharashtra
From 2,000 to 10,000 footfall in four editions. The story behind Alibag's breakout cultural event.
NowWat Profiles · 5 min · May 2026
Intel
Sunburn Goa 2027 — early sponsor interest signals from beverage and fintech categories
Three category exclusives are reportedly in advanced discussion. Here's what our tracking shows.
NowWat Intel · 2 min · June 2026
Report
Creator-led events: a new sponsorship category worth ₹400Cr — and still underpriced
Influencer-anchored IPs are generating audience quality metrics that rival tier-1 festivals at a fraction of the cost.
NowWat Reports · 6 min · May 2026