"Brands Don’t Just Want Visibility At Festivals; They Want Engagement"-Digant Sharma

In a market overflowing with food and music festivals, only a few truly stand out. Horn OK Please is one such name that has grown into one of India’s most beloved festival brands, drawing thousands of attendees year after year. But what makes it a success story?

In an exclusive chat with with loudest.in, Digant Sharma, co-founder of Horn OK Please, to uncover the branding and marketing strategies that turned this festival into a household name.

From smart sponsorships to digital mastery, Sharma shares insights into building an experience-driven, culturally resonant event that keeps audiences coming back.

Branding & Marketing: The Recipe for Festival Success

The festival scene in India is more competitive than ever. Yet, Horn OK Please has managed to carve out a distinct identity, blending a diverse culinary experience with an electrifying music lineup. Sharma credits this to a well-defined brand ethos:“From the very beginning, we positioned Horn OK Please as a ‘happiness festival’—where people come not just for food or music, but for an immersive cultural experience. Every touchpoint, from stage design to vendor curation, reinforces that identity.”

The marketing strategy is deeply experiential. With over 150 food vendors, live music, flea markets, and carnival attractions, the festival markets itself as a sensory playground. Word-of-mouth and organic social sharing play a huge role in its popularity.

Cracking the Sponsorship & Brand Collaboration Code

For large-scale festivals, sponsorships are vital. But instead of simply looking for funding, Horn OK Please focuses on strategic brand partnerships that enhance the festival experience.

“Brands want engagement, not just visibility. We work closely with sponsors to create interactive activations—think exclusive brand lounges, gamified experiences, or co-branded pop-ups that feel natural to the festival.”

This approach has attracted major partners, from FMCG giants to beverage brands and lifestyle labels, turning sponsorships into meaningful consumer touchpoints.

Digital Marketing: The Game Changer in Festival Promotion

The landscape of festival marketing has changed dramatically, with social media and digital engagement now playing a central role. Sharma highlights how Horn OK Please has adapted:“We realized early on that social media isn’t just about promotions—it’s about storytelling. Our audience doesn’t just buy tickets; they buy into the experience. So, our digital campaigns focus on immersive storytelling, influencer collaborations, and real-time engagement.”

From behind-the-scenes content and influencer partnerships to highly targeted digital ads, the festival has built a strong online community, ensuring each edition generates buzz long before the first act hits the stage.

Music Curation: Striking the Perfect Balance

A key differentiator for Horn OK Please is its diverse music curation—a lineup that caters to both mainstream and niche audiences. But how does the team ensure the music experience aligns with the brand?

“We don’t just book artists based on popularity; we look at what fits the mood of the festival. Whether it’s indie bands, homegrown electronic acts, or high-energy live performers, we curate a lineup that amplifies the festival’s personality.”

By combining rising talent with marquee names, Horn OK Please has successfully built a music identity that stands apart from conventional music festivals.

Challenges & Lessons in Festival Marketing

Of course, growing a festival of this scale hasn’t come without hurdles. Sharma admits that standing out in an oversaturated festival market is one of the biggest challenges.

“The key lesson? Never become predictable. Audiences today expect fresh experiences. Every edition of Horn OK Please must feel new—whether that’s through collaborations, new themes, or surprise elements.”

Another major challenge? Ticket pricing and audience segmentation. With rising operational costs, balancing affordability and premium experiences has become a delicate act.

The Road Ahead: Innovation & Expansion

With festival-goers demanding more immersive and shareable experiences, Horn OK Please is constantly evolving. Sharma hints at expanding to new cities, integrating tech-driven engagement, and even bringing in global culinary influences.

“A festival today is more than just an event—it’s a lifestyle brand. We want Horn OK Please to be at the forefront of that cultural movement.”

As Horn OK Please continues to grow, its journey offers a masterclass in festival branding, marketing, and audience engagement. For anyone looking to build an unforgettable festival experience, Sharma’s insights provide a roadmap to success in an ever-changing industry.