Welcome to CXQuest, where we explore groundbreaking ideas, industry innovations, and customer-first strategies that redefine brand engagement. Today, we have with us Prateek N Kumar, the Founder & CEO of NeoNiche Integrated Solutions Pvt. Ltd.—an award-winning experiential marketing agency that has been transforming brand interactions through creativity, technology, and data-driven insights.
With over 20 years of experience and a passion for phygital experiences, AI-driven marketing, and customer engagement, Prateek has positioned NeoNiche as a leader in the experiential marketing space. Today, we’ll dive into how brands can leverage immersive experiences, emerging technologies, and a customer-first mindset to drive impactful connections. Let’s get started!
NeoNiche Journey into Experiential Marketing
Q1. You’ve built NeoNiche into one of India’s most respected marketing agencies. What inspired your journey into experiential marketing, and how has the industry evolved over the years?
PNK: Experiential marketing was never just a career for me it was a calling. Growing up, I was always fascinated by how emotions drive decisions. I still remember my childhood visits to Durga Puja pandals. The lights, the music, the stories behind every decoration—they were not just events, they were experiences. I did not realise it then, but that was my first real encounter with the power of experiential engagement. As kid this led me organised Cricket Tournament, Athletic Meet and Fun & Fair growing up.
My professional journey started in the early 2000s when event marketing was still seen as “logistics” rather than a strategic business function. I was fortunate to work with some of the best minds in the industry, but I also saw a gap most agencies were treating events as one-off executions rather than storytelling platforms. That’s what led me to start NeoNiche in 2011, with the vision of making brand experiences more immersive, memorable, and data driven.
Over the years, the industry has evolved from stage setups and celebrity endorsements to AI-powered personalisation and immersive phygital experiences. Today, it’s no longer about just grabbing attention—it’s about earning engagement, trust, and long-term brand advocacy.
Core Philosophy
Q2. NeoNiche stands out for its blend of creativity, technology, and market insights. What’s your core philosophy when it comes to designing unforgettable brand experiences?
PNK: At NeoNiche, our philosophy is simple—”Emotion drives engagement, engagement drives impact.”
The best experiences are the ones that make people feel something—excitement, nostalgia, joy, or even a sense of belonging. We design experiences not as campaigns but as transformative moments that people remember long after the event is over.
I always believe that “We don’t just create events; we script stories.” When we worked on a luxury automobile brand’s product launch, we didn’t just showcase the car—we built an entire sensory journey around it. From the sound of the revving engine to the ambient lighting that mimicked the thrill of a racetrack, every element was designed to make the audience “feel” the brand’s essence.That is the difference between an event and an experience the ability to leave a lasting impression.
Phygital Experiences at NeoNiche
Q3. In today’s landscape, brands are merging physical and digital experiences. How does NeoNiche create impactful phygital engagements that resonate with modern consumers?
PNK: Phygital is not just a buzzword—it’s the bridge between human connection and digital convenience. At NeoNiche, we believe in making technology an enabler, not a distraction.
A great example is a hybrid product launch we executed for a global tech giant. We combined an on-ground, high-energy influencer event with real-time virtual engagement, where thousands of people worldwide could interact with the product using AR filters and live Q&A sessions. The physical and digital worlds blended seamlessly, making the experience both personal and shareable.
The key to successful phygital marketing is not just adding technology but integrating it meaningfully. Whether it’s AI-driven content personalisation, VR showrooms, or NFT-based loyalty programs, we ensure that digital innovation enhances the human experience rather than replacing it.
Q4. Customer expectations are evolving rapidly. How does NeoNiche analyse and adapt to changing consumer behaviours to create more relevant brand interactions?
PNK: Understanding consumer behaviour is like surfing you have to constantly read the waves before they hit.
At NeoNiche, we don’t just look at trends; we deep-dive into human motivations. We use social listening, AI-powered sentiment analysis, and real-time feedback mechanisms to track behavioural shifts. But beyond data, we focus on human stories.
For example, during the pandemic, we noticed a behavioural shift :people craved community and shared experiences more than ever. This insight led us to design virtual events with gamification, live networking, and peer-driven interactions, ensuring that people felt truly connected rather than just passive viewers.
Brands that truly understand their consumers don’t just follow trends—they anticipate them.
AI, AR/VR, and Data Analytics
Q5. Technology is redefining marketing. How is NeoNiche leveraging AI, AR/VR, and data analytics to craft hyper-personalised brand experiences?
PNK: Personalisation is no longer a luxury—it is an expectation.
At NeoNiche, we leverage AI-driven insights to create experiences tailored to individual preferences. One of our most exciting projects involved using AI-powered facial recognition at an event to analyse real-time audience reactions and dynamically adjust the event’s content accordingly. AR/VR has also been a game-changer. We created a VR-based luxury shopping experience where customers could explore high-end collections from the comfort of their homes—without losing the exclusivity and grandeur of an in-store visit.
The key is to use technology to enhance, not replace, human connection.
Q6. One challenge brands face is quantifying the impact of experiential marketing. What are the key metrics and strategies that NeoNiche uses to measure success?
PNK: Experiential marketing is no longer just about “Wow” moments, it is about measurable impact.
At NeoNiche, we use a 3-layer measurement approach:
- Engagement Metrics (Dwell time, social shares, Interactive touchpoints)
- Behavioural Metrics (Lead conversion, Repeat engagement, Net Promoter Score)
- Business Impact (Sales uplift, Brand affinity, Lifetime customer value)
For example, at a high-profile tech summit we managed, we tracked attendee sentiment using AI based engagement scoring, allowing us to optimise content in real time for maximum impact.
ROI isn’t just about numbers it is about long term brand love.
Consumer-first Marketing
Q7. Many brands claim to be customer-centric, but few truly excel at it. What are the key principles of consumer-first marketing that brands should adopt today?
- Listen before you speak – Consumer insights should drive strategy, not assumptions.
- Design for emotions, not just actions – People remember how a brand made them feel, not just what it sold.
- Make the consumer the hero – The best marketing doesn’t showcase the brand; it empowers the consumer.
We once created a campaign where consumers became the brand’s storytellers, sharing real-life experiences instead of polished ads. The impact? 30% higher engagement than traditional marketing efforts.
Q8. Beyond business, you’re a strong advocate for animal rights, yoga, and writing. How do these passions influence your leadership style and vision for the future?
PNK: Leadership is not just about strategy it is about soul. Yoga has taught me discipline and mindfulness, which reflect in how I lead my team. Writing allows me to communicate authentically, whether it is with employees or clients. And my love for animals has reinforced the values of empathy and responsibility key qualities in leadership. At NeoNiche, we do not just run a business; we nurture a community. If our people feel inspired, valued, and empowered, then we have already succeeded.
Prateek, it’s been an absolute pleasure gaining insights from your journey and expertise in experiential marketing. Your customer-first approach, integration of technology, and passion for innovation are truly inspiring. NeoNiche’s work in creating immersive, data-driven brand experiences is shaping the future of marketing, and we look forward to seeing what’s next!
Thank you for sharing your valuable insights with CXQuest. We appreciate your time and wisdom!
