Scara Gaming has introduced Scara Live. This is a new vertical built to reimagine how live experiences come to life in India. At the crossroads of entertainment, sports, and culture, Scara Live helps brands move beyond screens and into the real world, where real connections happen. From original IPs to data-driven insights and creative storytelling, Scara Live crafts experiences that are bold, immersive, and built to spark conversation, emotion, and impact.
Founded by industry veterans, Manoj George brings over 20 + years of experience in gaming, tech & culture domains; leading business/revenue functions for brands such as Nodwin Gaming, Cornerstone & UTV Disney. Mazher Ramzanali who previously worked with Budweiser, OML, MTV & Vice Media, comes onboard with 15+ years of experience in the branding, culture programming and sponsorship field.
Finally, Santosh P, with 16+ years in marketing, has led live entertainment and business strategy at BookMyShow and OML, bringing deep expertise to Scara Live. Additionally, the leadership team will also include Vikas Chand who previously led venue/event operations for brands such as BCCI, Castrol, IMG Reliance, Hockey India & Delhi Capitals to name a few.
As India’s live entertainment landscape evolves, Scara Live aims to become a strategic partner for brands seeking to build deeper cultural relevance. With two flagship IPs, Pixel Pulse and Beyond the Game, the brand will additionally collaborate with content creators and sports IP owners to transform digital-first brands into immersive real-world formats.
Pixel Pulse is a cultural platform uniting music, comedy, fashion, and gaming to create large-scale cultural moments. Beyond the Game is a B2B knowledge and networking property that brings together leaders from sports, gaming, and innovation to inspire dialogue, collaboration, and future focused growth.
With seasoned leaders across media, sports, tech & live experiences, the brand is pivoting on a creative strategy backed by data to deliver tangible impact in an increasingly crowded digital-first world.
‘iPopstar’, the first event in Scara Live’s roster has been announced. A weekly music reality series featuring artists such as King, Astha Gill, Aditya Rikhari and Parmish Verma. The format has 12 contestants battle it out for 6 weeks, with the series being streamed on Amazon MX Player, with Spotify and Warner Music as music partners. Scara Live is the culture partner for the show, with the IP owned by Rusk Media.
Medianews4u.com caught up with Manoj George Director Scara
Q. What trends are expected to be seen in the live entertainment landscape in 2026?
We’re going to see a stronger merger of influencers, content, and experiences driving the next wave of live entertainment. None of these pillars can thrive alone like they used to.
The influencers bring reach, content brings consistency, and live experiences bring authenticity. The real impact will come when all three come together with a genuine insight or purpose that connects deeply with the communities they serve.
Q. Scara Gaming has introduced Scara Live. How will this new vertical reimagine how live experiences come to life in India?
Authenticity is one of the core beliefs on which Scara Live is founded. Our mission is to craft experiences that feel genuine, relevant, and truly impactful for both audiences and brands.
We aim to move past fleeting online buzz and surface-level engagement, focussing instead on creating real-world excitement through a multi-vertical approach led by seasoned professionals from the worlds of entertainment, sports, and culture.
Q. What goals have been set for the coming five years for Scara Gaming and Scara Live?
Our focus is on building a strong foundation of people, IPs, and partnerships. That means attracting and nurturing top talent, developing long-term intellectual properties, strengthening our branded content and event solutions, and building out our sales, sponsorship, and talent representation arms.
We want Scara Live to become a creative powerhouse that sits at the intersection of gaming, culture, and entertainment.
Q. How can brands leverage entertainment, sports, and culture to go beyond the 30-second ad and move into the real world?
The future lies in community and cultural immersion. Brands that can tap into real communities, what we call urban tribes and become part of their shared passions will naturally go beyond the 30-second format.
Think of Royal Enfield’s Rider Mania or the ever-evolving sneaker culture or the cult following of certain games like Warcraft and Fortnite, they sell themselves because they have built genuine ecosystems over a period of time.
For brands, it’s not about rushing the process but committing to the journey, to build, nurture, and co-own those communities at the detailed and experiential level with authenticity.
Q. Are there learnings in this area from what is being seen in markets like the US, Japan, or the UK?
Absolutely. Global markets are seeing the rise of cult collaborations, from luxury x streetwear tie-ups to wacky and unconventional sneaker collabs.
These partnerships work because they borrow and blend cultural equity. Consumers today respond to niche, layered interests rather than mass trends. That’s a big learning for India, to go beyond broad appeal and tap into the subcultures that truly move people.
Q. According to predictive analytics, where is the whitespace for growth for Scara Live in 2026?
The whitespace lies in brand storytelling through events. We want to be at the cusp where advertising meets experience and helping brands move from traditional campaigns into immersive storytelling. This is where the next big growth will happen, both for Scara Live and the larger brand ecosystem.
Q. Could you shed light on the R&D that went into the two flagship IPs — Pixel Pulse and Beyond the Game? What separates them from other existing IPs in the market?
Both IPs were designed with a clear audience in mind, the lifestyle gamer. These are people in their mid-30s who game after work, who see gaming as a form of connection with friends and as part of a larger pop culture identity that includes music, fashion, and sneakers.
Pixel Pulse builds a world around this community. It’s not just about the game, it’s about the culture that surrounds it. That’s what makes it different that it’s inclusive, relatable, and driven by real insights.
Q. How are data-driven insights reshaping how brands engage with consumers? Have they become essential now?
Completely. Data is no longer optional, it’s the foundation for everything from campaign design to measuring real impact. Especially with live events, we have tools that show us where people are spending their time and money.
By triangulating that with secondary data like ticket sales, streaming metrics, or artist popularity, we can predict trends and design far more effective brand experiences. It’s about moving from guesswork to evidence-led storytelling.
