"We Connect Artists And Audiences, From Global Icons To Emerging Talents"-Shaju Ignatius

In an exclusive conversation with Loudest.in, Shaju Ignatius, Chief Evangelist - Live Events & Content at Laqshya Media Group, shared highlights of his remarkable 30-year journey in the Events & Experiential industry.

Ignatius also discussed the LAQSHYA Group’s vision for Live Entertainment in India through innovative projects and collaborations. From hosting large format concerts to introducing cutting-edge productions, the Company is set to host many more international experiences across the country.

A Visionary’s Journey:

Ignatius’ event management career began in 1995 with Wizcraft, at a time when professional events in India were still in their infancy. One of his defining moments was being part of the Michael Jackson’s historic 1996 concert in Mumbai—a groundbreaking event for the Indian entertainment industry.

Michael Jackson’s concert was a turning point, opening new doors for many of us to explore this business, Ignatius reflected, crediting the pioneers for paving the way. The landscape of live entertainment in India has undergone a dramatic transformation over the years.

Ignatius observed a key shift in audience behaviour with the post-COVID era as consumers, particularly the Gen Z, embraced a ticket-buying culture that was previously reliant on brand sponsorships. This generation has truly adopted live entertainment across genres, creating immense opportunities for artists and event organizers, he said.

Laqshya Media Group is riding this wave by blending its expertise in event management, out-of-home (OOH) advertising, and digital media. The company’s focus on creating Intellectual Properties (IPs) has resulted in diverse offerings, from music festivals to international talent shows.

CAS : A Landmark Tour:

A major milestone in Laqshya’s journey is the CAS X’s India Tour 2025, produced by the Group, and in collaboration with BookMyShow Live. With meticulous planning in financial modeling and ticketing strategy, the tour is already a resounding success, selling out across the 3 cities and reflecting India’s growing appetite for international music.

CAS’s India Tour is scheduled to be held on 24th January at Gurugram, on 25th January in Mumbai and on 28th January at Bengaluru.

Our approach extends beyond trends. We invest in deep research to connect artists meaningfully with audiences, Ignatius explained. The tour's success underscores Laqshya’s vision to deliver exceptional experiences tailored to evolving audience preferences.

Innovating with unique experiences, Laqshya Media Group’s commitment to innovation shines through projects like the large-scale Ice Show with NAVKA’s Scheherazade: A Tale of a Thousand Nights executed in Ahmedabad.  The 5 Shows which were held over 3 days in October 2024 introduced Indian audiences to world-class artistry, an Ice Rink for the first time ever in India, and it received widespread acclaim.

This was more than just entertainment; it was a cultural exchange, Ignatius said.

Looking ahead, the company plans to develop new productions that merge Indian narratives with international production quality, offering audiences truly global experiences.

In another interesting venture, the Laqshya Group partnered with Sunburn for the high impact Boris Brejcha India Tour of 2024. The shows were an unforgettable experience for thousands of fans in Gurugram & Mumbai, with Boris’s electrifying music & the Concert’s energy.

Building a sustainable future with a vision to create a viable ecosystem for live entertainment in India, Laqshya is integrating global talent with local storytelling and leveraging its marketing expertise to deliver impactful and inclusive events. Our aim is to craft experiences that benefit artists, audiences, and brands alike, Ignatius emphasized.

As the Group expands its plans pan India and collaborates with India’s established and emerging talent, it remains dedicated to bridging global and local cultures, offering unforgettable experiences that can boost live events further.

By fostering innovation and partnerships Laqshya Media Group is poised to lead the next wave of growth in India’s live entertainment industry, by building communities and creating events that resonate deeply with diverse audiences, and setting new benchmarks for excellence.