Samradha Tibrewala, Head – Partnerships & Revenue at BookMyShow, is redefining how brands connect with audiences through immersive live experiences
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As India’s live entertainment sector continues to expand, women leaders are playing an increasingly influential role in shaping how audiences engage with music, culture, and brands. Among them is Samradha Tibrewala, Head – Partnerships & Revenue at BookMyShow, who is redefining the way brands connect with audiences through live experiences.
In an ecosystem where experiences are becoming as important as the music itself, Tibrewala believes the power of live events lies in their ability to create genuine human connections.
“Consumer preferences have evolved significantly in recent years, yet the innate human desire for connection, community, and shared experiences remains stronger than ever,” she says. “Live entertainment,whether intimate gigs, large-scale festivals, or immersive curated IPs, has become a cornerstone of India’s social and cultural fabric. For audiences today, live events are no longer just about attending a show; they’re an expression of identity.”
At BookMyShow Live, Tibrewala’s role extends beyond traditional sponsorship models. She has been instrumental in driving experience-led storytelling, helping brands integrate more organically into major events such as Lollapalooza India. Rather than focusing solely on logo visibility, her approach emphasises immersive, co-created fan experiences.
From offering pre-sale ticket access for fintech partners like RuPay to curating interactive lifestyle zones on-ground, Tibrewala’s initiatives aim to enhance the audience journey while enabling brands to connect with fans in authentic ways.
“What we lead with instead are ideas on how brands can create meaningful, impactful storytelling moments for fans,” she explains. “The goal is to integrate brands seamlessly into the event experience, enhancing it for the consumer rather than distracting from it.”
Industry observers note that women leaders like Tibrewala are bringing a fresh perspective to the business of live entertainment,one that prioritises audience-centric strategies, creative storytelling, and long-term brand engagement. Their growing presence in leadership roles is helping transform the sector from a transactional model into a more immersive experience-driven ecosystem.
By shaping brand partnerships, programming strategies, and on-ground activations, women executives are contributing to the maturation of India’s live entertainment industry, an industry that is rapidly evolving alongside changing consumer behaviour.
As the sector continues to scale, leaders such as Tibrewala are helping set new benchmarks for innovation and collaboration. Their work underscores a larger shift in the industry: where live events are no longer just performances, but platforms for storytelling, cultural expression, and meaningful connections between fans, brands, and artists.