Experiential marketing and live events have become increasingly important for consumers and brands today. Ashish Hemrajani is a pioneer in this space, having co-founded Bigtree Entertainment which operates BookMyShow. Before the lockdown, BookMyShow, one of India’s largest online ticketing platforms, created live events which brands leveraged to reach out to consumers. The current landscape has however led to the cancellation of events globally. In this scenario, how can a business like BookMyShow adapt to the consumer’s appetite for attending events during the lockdown? Anant Rangaswami (Editor, Melt) finds out in a conversation with Aashish Hemrajani (Founder & CEO, BookMyShow).