Abstract Experiential marketing has found its means into the contemporary marketing mix and it’s been recognised fact that brands are adopting offline as well as online innovative activities to help customers have a truly memorable and enriching brand experience. In general, this study attempted to reveal the evolution of the notion of experience applied in experiential marketing and to gain an insight into the relationships between experiential marketing and traditional marketing. We found positive and significant relationships between experiential value, purchase behaviour, experiential marketing and customer loyalty. Experiential marketing is a powerful marketing tool and the manner it is practiced is important and critical, in view of the fact that its significance and relevance to customers is the focal point of entire experience building activity. When used efficiently and effectively across channels, it can be truly influential, in creating unforgettable, appropriate and often precious experiences. Its appropriate application will have a superior impact on the consumer, enlarged success for the advertiser, and less costlier for society in comparison to traditional marketing practices.