---
title: "Santosh P. - Scara Live in Mumbai | Tal"
description: "Meet Santosh P., I track 13,000+ brands and 25,000 sponsorship links in India, and use that to match brands with events and IPs based in Mumbai. AI stack includes codex, geminicli, and hermes agent."
image: "https://tal.club/meet/santosh-p-1/share-image"
---

# Santosh P\. on Tal

## Headline

I track 13,000\+ brands and 25,000 sponsorship links in India, and use that to match brands with events and IPs

## About

\- Cannes Bronze Winner for breakthrough marketing approach \- Featured Facebook Case Study for behavioral optimization \- Ministry\-level collaboration and summits \- International recognition across multiple markets Burned computer engineering college time learning marketing instead so I speak both languages\. Started tinkering with tech in school, then realized I was more interested in people than code\. Built music festivals from scratch and literally defined how they got marketed in India in OML\. Ran social content for IPL\. Blogged Ford's Discover India\. Ran my own affiliate marketing so I know the anatomy of a click, a conversion, and why it matters\. At BookMyShow, I hunted for new deep pockets and spotted the next trend\-setting movements across sporting leagues, Disney's theatrical push, Coldplay, U2, AR Rahman\. Got obsessed with pricing, psychology, identity, and the simple question: why do people actually show up? 4 years of entrepreneurship building IPs, growth\-hacking narratives with government and ministries\. Helped Diageo find new audiences through art festivals and LGBTQ communities, Autombile IPs, Kids & Young Parent Festivals, and Regional Events\. Along the way, I’ve found a few simple laws always hold true: a\) Technology is a means of distribution and an enabler of connecting many dots\. b\) People will pay for it if it adds or enhances their identity\. c\) Either you reduce the operating expense, or you do it faster\. I reverse\-engineer what moves people\. I speak tech and marketing fluently\. Now I'm hunting for the ones ready to think differently about growth\.

## Location

Mumbai

## AI stack

codex

geminicli

hermes agent

kiro

notebooklm

OpenAI Agents SDK

## Work experience

Scara Live at Scara, Jan 2026 \- Present · 10 mos, India, Scara Live, a vertical focused on creating live, on\-ground experiences that connect brands with audiences through entertainment, sports, and culture\. It aims to help digital\-first brands expand beyond screens and engage audiences through original IPs, creative storytelling, and data\-driven insights\. The division is led by industry veterans Manoj George, Mazher Ramzanali, Santosh P, and Vikas Chand, who bring more than a decade of experience across gaming, live entertainment, sports, and brand strategy\. George previously led business and revenue functions at Nodwin Gaming, Cornerstone, and UTV Disney\. Ramzanali has worked with Budweiser, OML, MTV, and Vice Media, while Santosh has held leadership roles at BookMyShow and OML\. Chand has managed event operations for BCCI, Hockey India, and Delhi Capitals\. The division is expected to focus on building deeper cultural relevance for brands through large\-scale live events and collaborations with creators and sports IP owners\. Its first two flagship properties are Pixel Pulse, which unites music, comedy, fashion, and gaming into cultural events, and Beyond the Game, a B2B platform for leaders in sports, gaming, and innovation\.

Founder at WSH \(Sidehustle Tech Pvt Ltd\), Nov 2021 \- Present · 5 yrs, Mumbai, Maharashtra, India, Started as a platform to invest into startups in India, pivoted to culture advisory\. India is doubling down on ad spend on live experiences which is highly unmeasured & gut based\. Using my decade's worth of experience dealing with media partners, digital mediums, artists & performers to help brands invest in live with insight, metrics, and calculate value before & after investment\. \- Data driven strategy to launch brands to new demographics\. \- Tactical marketing to increase revenue, LTV and user growth\. \- Helping brands access new partners in new & traditional media\. Advise brands on connecting with subcultures through big\-data insights, driving 25% lift in engagement metrics\. I was always driven by using new tech & data\-driven trends to support business objectives of growing new customer bases, increasing revenues and absolute conversions\. AI tools for dynamic audience segmentation and automated campaign orchestration, reducing cost per acquisition by 30%\. Clients: Kalaghoda Arts Festival, Diageo, Cocomelon, Frolic Fields, 70EMG, WeWork, Antiquity, Smirnoff, Arijit Singh

Revenue Growth Strategy for India Maritime Week at Indian Ports Association, Aug 2025 \- Oct 2025 · 3 mos, Hybrid, Servicing enterprises to integrate into India Maritime Week 2025\. Adani SEZ, DP World, Swan Defence & Heavy Industries, JM Baxi, Jindal, JSW, Hindustan Shipyard Potential revenue growth of 13 crore India Maritime Week \(IMW\) is a premier event uniting maritime experts, innovators, and leaders from around the world\. It showcases the latest advancements in maritime technology and encourages collaboration across the industry\. Part of official sponsorship partners & team at Essence Transmedia

Project Managment at World Audio Visual and Entertainment Summit \(WAVES\), Jan 2025 \- Apr 2025 · 4 mos, Managing multiple stake holders, aligning the marketing to the vision to make India's media and entertainment sector ready for global investments\.

Head of Marketing \(Live\) & Business Head at BookMyShow, May 2015 \- Mar 2021 · 5 yrs 11 mos, Mumbai Metropolitan Region, Responsible for Rs 550cr Sales in Live Entertainment\. Key Projects: U2, IPL, Global Citizen Festival ft Coldplay, Ed Sheeran Tour, Cirque Du Soliel, Sunburn Festival, Grub Fest, Disney’s Beauty & The Beast, Disney’s Aladdin, Vh1 Supersonic, Auto Expo, Mahindra Blues Festival\. Headed Marketing for Live Entertainment & a Business unit at India's largest entertainment company\. \+ Setup the entire Events & Sports marketing division at BookMyShow\. \+ Growing the market in the country and scaling up the existing business by identifying the change in trends, gaps in the market, behavioural patterns in the youth entertainment\. \+ Formulated the marketing strategies, AOP, Business goals for the Live Entertainment business delivering 3x growth in 4 years\. \+ Setup up an experimental content marketing division creating, curating & aggregating content \(Daily\.Social & Movie Nation\) clocking 5 million unique users in a record time of 3 months of operation\. \+ Changed & institutionalised marketing, and the business approach by collecting, processing multiple sets of data, studying the behavioural patterns, psychographic analysis and consumer insights with an objective of achieving higher revenues\. \+ Developed SOP to increase ARPU & customer retention by developing new methods in marketing and enhancing experience on product\. \+ Developed relationships and strategic alliances partners across Media, Retail, E\-Comm\.

Head of Marketing \- Live Entertainment at BookMyShow, May 2015 \- Apr 2018 · 3 yrs, Mumbai, Maharashtra, India, Joined BookMyShow to setup the team to service & support the Live Entertainment industry in India\. Key Achievements: \- Structured marketing for IPL teams to increase revenue through ticket sales by 80% \- Created new datasets from existing movie ticket buyers to cross\-sell live entertainment aiding 38% growth in 1st year\. \- Created the main strategic plan for Digital marketing & CRM for Events \(Music, Theatre, Sports\)\.

## Education

BBM, Business Administration and Management, General, Manipal university

Bachelor of Engineering \- BE, Computer Science, Visvesvaraya Technological University

[View the original profile](https://tal.club/meet/santosh-p-1)

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