WMS Entertainment

What WMS Entertainment does

WMS Entertainment is a New Delhi-headquartered experiential marketing and event management agency founded in 2010 that operates across India, Sri Lanka, and Nepal. The company delivers end-to-end live brand experiences for enterprise clients in the beverage/spirits, fashion/apparel, sports, and music industries, offering four core service lines: Experiential Brand Activations, Artist Tours and Production, Owned and Curated IPs, and Branding and Merchandising. With a team of over 40 dedicated professionals covering Marketing, Brand Strategy, Design, Architecture, Conceptualization, Content Creation, Event Production, and Technical Direction, WMS executes turnkey projects from concept through technical delivery.

The company's most differentiated asset is its owned intellectual property portfolio, headlined by the Bacardi Rum Room, an innovative mobile experiential space built from shipping containers that travels across cities combining music, mixology, and design. WMS operates on a professional services revenue model with custom project-based pricing across its service lines, supplemented by IP-licensing-style revenue from owned properties. Its go-to-market is direct enterprise sales, supported by portfolio-driven marketing through its website, LinkedIn, and Instagram. Notable client engagements include Bacardi, Moet & Chandon, Bira 91, Hill Station Hard Cider, Adidas, Crocs, and touring projects for artists such as Prateek Kuhad, Anuv Jain, Stavroz, and Kerala Dust.

Since inception, WMS has executed over 499 events and activations across 20+ cities in South Asia. The company is privately held with no disclosed external funding, and is led by co-founders Sharan Behl and Akshat Kumar. Its primary customer segment is enterprise brand clients seeking multi-city consumer engagement campaigns, with secondary exposure to independent and international music artists requiring touring and production support.

Name

WMS Entertainment

Legal name

WMS Entertainment

Website

https://wmsentertainment.in

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

WMS Entertainment is a New Delhi-based experiential marketing and event management agency founded in 2010, serving enterprise beverage, fashion, sports, and music clients across India, Sri Lanka, and Nepal with brand activations, artist tours, and owned IPs like the Bacardi Rum Room.

Ownership category

akta.pro rank

Headquarters

HQ city

New Delhi

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Experiential Brand Activations: Project-based fees for designing and executing brand activation campaigns for corporate clients. Services include Hill Station Hard Cider Ale Launch, Moet & Chandon events, Adidas launches, and Bira91 x Crocs collaborations.
2. Artist Tours and Production: End-to-end production and management of artist tours across multiple cities, including venue coordination, technical production, and event execution.
3. Owned and Curated IPs: Revenue from developing and operating owned intellectual properties like the Bacardi Rum Room, which generates footfall and brand partnerships.
4. Branding and Merchandising: Custom branding and merchandise design services for events and brand activations.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

WMS Entertainment is a multi-faceted experiential marketing and event management agency that designs and executes brand activations, artist tours, owned curated IPs, and branding/merchandising services for enterprise clients. The company delivers turnkey live experiences across 20+ cities in India, Sri Lanka, and Nepal, leveraging a 40+ person in-house team for end-to-end execution from concept through technical production.

Product overview

WMS Entertainment is an experiential marketing and event management agency established in 2010. The company operates as a multi-faceted agency offering a portfolio of services centered around live experiential experiences. Its core offerings include Owned and Curated Intellectual Properties (such as the Bacardi Rum Room), Experiential Brand Activations, Artist Tours and Production, and Branding and Merchandising. With a team of over 40 professionals, the company has executed 499+ events across 6+ cities in India, Sri Lanka, and Nepal over the past decade.

Differentiator

Problem solved

Functional benefit

Brands

• Bacardi Rum Room: Owned IP - An innovative space built out of shipping containers that travels across the country, bringing music, mixology, and design together. Visited 4 cities with 20,000 attendees.

Products and services

• Bacardi Rum Room (Owned IP) An owned and curated IP featuring an innovative mobile branded space built from shipping containers that travels across India combining music, mixology, and design to deliver immersive rum experiences, having covered 4 cities with approximately 20,000 attendees. Built for Bacardi as a flagship owned IP.
• Experiential Brand Activations End-to-end brand activation services covering concept development, event production, and execution of live consumer-facing experiences in multiple cities. Used by brand clients for product launches, sampling campaigns, and consumer engagement activations such as the Hill Station Hard Cider Ale Launch, Moet & Chandon events, Adidas Nite Jogger launch, and Bira91 x Crocs collaboration.
• Artist Tours and Production Full-service artist tour management including show production, venue coordination, technical direction, and multi-city tour execution for independent and mainstream artists. Delivered for tours including Prateek Kuhad's Winter of '21 (5 cities), Kerala Dust's Violet Drive Tour (4 cities), Stavroz's India Tour, and Anuv Jain's Guldasta Tour (10+ cities).
• Owned and Curated IPs Development and curation of proprietary event concepts and branded intellectual properties designed to travel across multiple cities, creating recurring experiential platforms. The flagship owned IP is the Bacardi Rum Room; the offering enables recurring brand partnership opportunities and demonstrates experiential marketing capabilities to prospective clients.
• Branding and Merchandising Custom branding and merchandise design services supporting events and brand activations, including brand identity work and bespoke merchandise solutions for clients across experiential campaigns.

Quantifiable outcome

• 499+ events and activations executed successfully over the last decade
• +2 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• BacardicoreStrategic or Co-development PartnerPartnership for Bacardi Rum Room - an owned and curated IP featuring an innovative mobile space built from shipping containers that travels across 4 cities, combining music, mixology, and design. Generated 20,000+ attendees.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• MKG: US-headquartered independent experiential marketing and creative agency working with brand marketers. Comparable experiential services for premium brands; potential India expansion could create direct competition.
• George P. Johnson Experience Marketing: Large global experiential agency with deep brand-activation expertise across multiple verticals including technology and consumer. Comparable end-to-end brand-experience work but at significantly larger scale.
• Jack Morton Worldwide: Global experiential marketing agency owned by IPG, with significant India presence serving brands like Bacardi, Adidas and Google. Comparable offering/customer overlap but much broader global scale and capabilities.

Direct peers

• Seventy EMG (now 70EMG): Indian experiential marketing agency focused on consumer-brand activations, retail experiences and live events. Directly comparable in service mix, target verticals (FMCG/beverages) and India footprint.
• DNA Entertainment Networks: Long-established Indian event management and entertainment production company delivering concerts, brand events and IPs. Comparable to WMS on artist tours and large-scale event production across Indian cities.
• JW Entertainment (India): Indian event and wedding production firm with growing corporate/experiential practice. Comparable on multi-city event execution and large-scale production capabilities.
• Wizcraft Entertainment: Indian experiential marketing and event management pioneer with deep enterprise brand-activation credentials across India and globally. Directly comparable to WMS on services, customer profile (spirits/FMCG/luxury), and event-production scope.
• Percept Ltd: Mumbai-headquartered experiential marketing and integrated communications group serving large Indian and multinational brands. Directly comparable as a full-service agency covering brand activations, IP, and events with similar size and regional reach.
• Cineyug Entertainment: Mumbai-based event management and entertainment firm producing award shows, corporate events, and celebrity-led brand activations. Comparable in celebrity-driven brand activation services for premium Indian clients.
• Only Much Louder (OML): Leading Indian artist management, live events and entertainment company (also runs LVC). Directly comparable to WMS's artist tour production arm (Prateek Kuhad, Anuv Jain tours) and brand activations in music/festivals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wms-entertainment
• Instagraminstagram.com/wmsonline
• Xx.com/wmsonline
• Facebookfacebook.com/WMSentertainment

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WMS Entertainment