Sanjeev takes us through his journey from his early days in the industry to breaking new grounds.
Sanjeev Pasricha
Sanjeev Pasricha is a trailblazer in the field of experiential marketing, with a career spanning over three decades. As the CEO of CS Direkt, he has transformed the way brands connect with audiences by integrating innovative technology with immersive storytelling. His journey from modest beginnings in corporate events to leading groundbreaking projects in sound and light shows, digital engagements, and smart exhibitions reflects his visionary leadership and commitment to redefining brand experiences.
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In an exclusive chat with Mid Day, Sanjeev takes us through his journey from his early days in the industry to breaking new grounds. He also delves into the shifts in the industry and what the future holds for them
Here are edited excerpts:
Q1: Sanjeev, tell us about your journey. How did you start in the world of experiential marketing?
A: My journey began over three decades ago when I recognized the untapped potential of live experiences in brand engagement. CS Direkt was founded with a vision to revolutionize how brands interact with audiences through immersive experiences. We started with corporate events and soon expanded into large-scale exhibitions, brand activations, and cultural showcases. Over the years, we have pioneered innovative formats that blend creativity with technology. Am really proud and humbled that the journey has been rewarding and we have been recently awarded at the HT Crafting Bharat awards in the creative disruptor category for innovation in Museum curation. The recognition validates our vision and motivates us to keep working towards celebrating and preserving Indian culture.
Q2: What has been the biggest turning point in your career?
A: The shift towards experiential marketing beyond conventional event management was a game-changer. Our foray into sound and light shows, museum experiences, and digital engagements helped us carve a unique niche. One defining moment was executing landmark projects that blended storytelling with cutting-edge technology, redefining audience interaction in public spaces.
Q3: What are some of the most memorable projects CS Direkt has undertaken?
A: Every project is special and if I have to highlight a few I would mention the Jyotisar Anubhav Kendra in Haryana which brilliantly depicts the epic tale of Mahabhartha. Transforming historical narratives into immersive sound and light shows at iconic locations has been deeply fulfilling and some of the projects we executed such as the sound and light show at the Pradhanmantri Sanghralaya, the captivating light and sound show Rann Bhoomi in Kutch, Gujarat or the light and sound show in Leh have all been very satisfying. Some of the other projects which have immense historical significance include Dastaan-e-Shahadat Chamkaur in Punjab showcasing the story of Ajmer and Maharana Pratap in Ajmer and the story of Buddha and Buddhist relics projected at Stupa in Sanchi have been highly appreciated by visitors. We have also created futuristic exhibition experiences for global brands, seamlessly integrating AI and augmented reality. These projects showcase our commitment to innovation and pushing boundaries.
Q4: How do you see the future of experiential marketing evolving in India?
A: The future is driven by personalization, technology, and deeper audience engagement. India is at the cusp of a transformation where brands are shifting from traditional advertising to creating memorable experiences. Augmented reality, artificial intelligence, and interactive storytelling will be key drivers, making experiences more dynamic and data-driven. The integration of cultural narratives with digital technology will also shape the future.
Q5: As a leader, what motivates you?
A: The joy of storytelling and the ability to create lasting impressions through experiences. The energy of my team, the ever-evolving nature of the industry, and the challenge of crafting something unique each time keep me inspired. Seeing audiences connect emotionally with our work is the biggest reward.
Q6: How would you describe your leadership style?
A: I believe in leading with vision and empowerment. My approach is collaborative-I encourage my team to think creatively, take ownership, and push boundaries. I value innovation and adaptability, ensuring that we stay ahead in the industry. At the same time, I believe in nurturing talent and fostering a culture where everyone feels inspired to contribute their best.
Q7: How are corporate projects different from government projects?
A: Corporate projects are often driven by brand objectives, audience engagement, and ROI, with a focus on agility and innovation. Government projects, on the other hand, involve a deeper cultural and historical narrative, requiring extensive research, compliance, and long-term impact planning. While corporate events are fast-paced and dynamic, government projects demand patience, collaboration with multiple stakeholders, and a commitment to preserving heritage while integrating modern storytelling techniques.
Q8. How did the industry change during COVID, and did you ever consider a career change?
A: COVID-19 was a turning point for the entire experiential industry. Live events came to a standstill, and we had to quickly pivot towards virtual and hybrid experiences. It was a challenging phase, but it also opened up new opportunities in digital engagement, interactive online platforms, and immersive virtual storytelling. While the uncertainty was overwhelming at times, I never considered a career change. Instead, it reinforced my belief in the power of adaptation and innovation. We used the time to reimagine our approach and emerge stronger with a more diverse service portfolio.
Q9: What advice would you give to young professionals aspiring to enter this field?
A: Stay curious, embrace technology, and focus on storytelling. Experiential marketing is about creating an emotional connection-so always put the audience first. Be adaptable, think out of the box, and never stop innovating.
Q10: On a personal note, how do you unwind from your busy schedule?
A: I enjoy traveling, exploring different cultures, and experiencing new art forms. Music is also a big passion of mine-it fuels creativity and helps me relax. Spending quality time with family keeps me grounded and re-energized for the next challenge.
Q11: What’s next for you and CS Direkt?
A: We are expanding our horizons into immersive digital experiences, smart museums, and futuristic brand activations. Our focus is on blending heritage with modern technology to craft unforgettable narratives. The future is exciting, and we are ready to take experiential marketing to new heights!
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