Deal activity in the events and activation industry has been minimal. The industry was largely unorganized and most of the players had not achieved critical scale or size.
Historical M&A landscape
Deal activity in the events and activation industry has been minimal. The industry was largely unorganized and most of the players had not achieved critical scale or size.
The sector did not attract the attention of private equity (PE) funds, primarily due to:
- Regulatory uncertainties around entertainment taxes, licenses and permits required, etc.
- No established best practices from a PE perspective
- Inadequate financial transparency and low degree of control
- Concerns around the stability of future cash flows, margin management and the ability to achieve critical scale
Deals in the events and activation industry
| Date | Target | Investor | Industry | Deal Type |
| June 2012 | Hungama Digital | JWT | Activation | Inbound |
| July 2011 | Direxions Global | LoyaltyOne | Databasemarketing | Inbound |
| October 2010 | Asian BusinessExhibition andConferences | QInvest LLC | Events | Private
Equity |
| June 2008 | Megaron | MCI group | Activation | Inbound |
| April 2008 | ChateauxHospitality Pvt.Ltd. (Rams) | WPP/Grey | Events/
Activation | Inbound |
| April 2008 | PerceptHoldings Pvt.Ltd. | Everstone,JPM, PassportCapital | Events /
Activation | Private
Equity |
| January 2008 | EncompassEvents Pvt. Ltd | JWT | Events /
Activation | Inbound |
| December 2006 | Sercon IndiaPrivate Limited | Bates Asia | Events /
Activation | Inbound |
| November 2005 | SolutionsDigitas | Publicis Groupe | Events /
Activation | Inbound |
| January 2005 | Kidstuff Promos& Events | DDB Mudra | Events /
Activation | Domestic |
Demonstrating return on event investment (RoI)
Measurement of RoI and transparency of costs are amongst the most important requirements from service providers of event and activation companies.
An analysis of the size of the TV and radio industry suggests that introduction of a universally acceptable measurement metric has led to an increase in advertiser confidence in the medium, and boosted growth.
Thus, there is a strong case for the Indian events industry to define and implement a standard measurement metric to demonstrate RoI.
Wish list from your existing events agency 
A proposed approach
Over a period of time, the Events and Entertainment Management Association (EEMA) or another industry body could define a universally acceptable set of guidelines for measurement of awareness, trial, sales, etc. A standard could be created, which would go a long way in building advertiser and sponsor confidence, and provide a further boost to growth.
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