Event industry is referred to as a sunrise industry due to its tremendous growth rate. It has grown exponentially over the last two decades with several thousand companies operating in this space at various levels across over a hundred cities across India. The events and activations industry has grown at 15% annually from INR 2,800 crore in 2011-12 to INR 4,258 crore in 2014-15 according to an EY – EEMA (Event and Entertainment Management Association) report titled ‘Making experiences in India: The events and activations industry’. According to the report, the events and activations industry is expected to grow to INR 5,779 crores by 2016-17. This growth will be on the back of marketers increasing their below the line (including digital) spends to 21% of their total marketing spends. The growth will also be led by personal events, MICE (meetings, incentives, conferences and exhibitions), activations and sports. There is a need for the industry to work on acquiring the right talent, managing costs, demonstrating ROI to marketers and increasing transparency in operations.

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