Lollapalooza India's Innovative Collaboration: Brands And Music Merge For A Cultural Spectacle

Lollapalooza India 2024 is gearing up for its second edition, curating a world of entertainment that is immersive, interactive and holistic. The music festival has collaborated with global and Indian brands across various industries spanning auto, CPG, retail, beauty, fintech and food and beverages industries to elevate the on-ground consumer engagement and festival experience surrounding the music.

Scheduled on 27 and 28 January, the festival will transform the Mahalaxmi Race Course in Mumbai into a haven for music enthusiasts, showcasing a line-up of over 40 renowned artists from around the globe across a two-day event. BookMyShow Live will spearhead Lollapalooza India as the promoter and co-producer for the festival’s Indian edition along with global producers, Perry Farrell and C3 Presents.

Brands including Budweiser Beats Energy Drink, Johnnie Walker Refreshing Mixer Non-Alcoholic, NEXA, RuPay, Levi’s, Maybelline New York, CRED and Bisleri Vedica Himalayan Spring Water along with Maharashtra Tourism have come together to collaborate with Lollapalooza India 2024 curating integrated immersive experiences & moments for the audience.

Brand partners are investing heavily in festival experiences such as Lollapalooza India 2024 and other BookMyShow Live Intellectual Properties (IPs) towards marketing, curating on-ground live experiences that act as real-time consumer touchpoints where young, digitally savvy, spending audiences are present. Live events have become an integral part of the marketing mix across the board, even as brands in B2B or B2B2C industries are eyeing this space as a lucrative opportunity along with B2C brands.

Budweiser Beats Energy Drink continues as co-presenting sponsor with the main stage, the Budweiser BudX stage. This main stage at the festival will feature headliners Jonas Brothers and Sting, along with other artists. Going beyond conventional partnerships, Budweiser is actively co-creating experiences at the music festival. Budweiser will launch 'BudX Uncovered’, an initiative to spotlight breakout artists, with two surprise acts on its stage. Through the ‘Bud and Burgers’ initiative, top chefs compete to create burgers that pair perfectly with Budweiser beer, that festival attendees can vote for to crown the ‘King of Burgers’. The 'Brew District' will enhance the festival experience with immersive attractions like Bud’s Ferris Wheel, a viewing deck, tattoo and hairstyling stations, arcade arenas and more. Lolla attendees can also get featured on the Budweiser BudX Stage through the ‘Bud Cam’ and win prizes.

Johnnie Walker Refreshing Mixer Non-Alcoholic, also the co-presenting sponsor for Lollapalooza India 2024. The Walkers & Co. stage this year will feature headliners Halsey and OneRepublic while the Walkers & Co. lounge will stand out as a space encouraging creativity and self-expression. Walkers & Co. lounge is focussing on an interplay of interactivity and visual displays created in collaboration with Aashna Malik, a multidisciplinary artist who uses a combination of traditional and digital media to investigate ideas of perception, distortion, immersion and experience. The Walkers & Co Lounge also features a cymatics Installation, a kinetic wall, a tech drum circle and a striding man. Additionally, festival goers will get a chance to personalise their merchandise through screen printing.

NEXA, the co-presenting sponsor of Lollapalooza India 2024 will elevate the festival experience with ‘NEXA Lounge’. The lounge will include reserved tables, a complimentary curated premium culinary and beverage experience, limited front stage access with an open bar, valet and exclusive festival shuttles to the entry point, between the performance stages and more. The ‘NEXA Stage’ at the festival will feature international and home-grown artists such as Caribou and Eric Nam. NEXA cars customised in Lollapalooza themes, culture and colours of the festival will take over the streets of India across Mumbai, Delhi-NCR, Bengaluru and Pune amongst others in the run-up to the festival featuring a troupe of hip-hop dancers that electrified five locations in each city. NEXA also collaborated with artist Anime who added an urban touch by creating a graffiti art canvas. The journey continues with NEXA's multi-episode YouTube series, 'NEXA Car-a-oke.' Hosted by Nikhil Kini, the series features conversations with influential figures in the music industry, including Tsumyoki, Dhruv Viswanath, Gaia Meera, Frizzell D’Souza, Anoushka Maskey, Shaan Kambli.

Levi’s returns to Lollapalooza India 2024 with ‘Levi’s Tailorshop’. Unveils 15 designs inspired by music, moments and memories in collaboration with artists Aaquib Wani, Mira F. Malhotra and Anirudh Mehta a.k.a Big Fat Minimalist. Festival goers have the opportunity to personalise their Levi’s festival products with limited-edition designs through tailored panelling, heat press stickers and screen prints.

Adding to the dynamic brand partnership roster at Lollapalooza India 2024 is Maybelline New York. Orchestrating a comprehensive campaign designed to captivate festival goers, the brand's focal point will be the ‘Makeup Playground’, an immersive experience at the festival. This feature will showcase ‘Lolla Looks’ inspired by artists performing at the festival including Komorebi, Aarifah, Kavya and Mali. Maybelline New York will unveil a new makeup range, providing festival goers with first access to the Tattoo Liner PLAY collection, featuring six bold, colourful and shimmery liners. Additionally, the brand will showcase the limited edition ‘Music Collection’, featuring SuperStay Matte Ink and Superstay Vinyl Ink.

Bisleri Vedica Himalayan Spring Water has stepped in to not only provide hydration for all festival attendees but also create luxe touchpoints. Every on-ground brand interaction will be curated for a premium experience, featuring water carts and an activation incorporating helium balloons synchronised with the tagline #FullOfAltitude. T

Another new addition to Lollapalooza India 2024’s exciting brand roster is CRED which will bring with it ‘The Claw’, an arcade game machine. The gameplay is straightforward where members can utilise CRED coins earned through bill payments to unlock an access token. Placing the access token into the claw machine can help commence play. CRED’s ‘The Claw’ promises rewards including top-ups, vouchers, watches, accessories and intriguing cross-brand collaborations with other partners featured at Lollapalooza India 2024.

RuPay Credit cardholders will get special access through exclusive aisles, special parking, additional discounts and unique experiences at the festival.

Spearheading Lollapalooza India as the co-producer and promoter for the festival’s Indian edition, BookMyShow will be presenting diverse live entertainment acts across various formats and scales. The entertainment platform itself has created an interactive installation space at Lollapalooza India 2024 which is a creative spin on ‘Whack A Mole’ called ‘All The Right Moves’. This engaging space will act as the ticket to entertainment with offers on Lollapalooza India 2024 merchandise and the Lolla Food Park. The platform actively cultivates a digitally-savvy consumer base of young discerning audiences, seeking world-class experiences in music, comedy, performances, theatricals and more.

Featuring over 40 artists, 4 stages and over 20 hours of unforgettable live music, art and culture, Lollapalooza India will be a treat for Indians and Asians all across, offering not just music, but also a cultural experience with culinary selections, art, gaming, fashion.