Red FM Partners With AUM Premium As Hydration Partner For 8th Edition Of South Side Story

Red FM has partnered with AUM Premium as the Hydration Partner for the eighth edition of its flagship cultural festival, South Side Story. Celebrating the diverse culture of South India through music, food, art, literature, cinema and craft, the Delhi edition of the festival was held on August 29 and 30 at the KD Jadhav Indoor Stadium.

As the Hydration Partner, AUM Premium brought its natural Himalayan spring water to the two-day celebration, offering curated hydration touchpoints for attendees throughout the festival. The Delhi edition witnessed over 13,000 attendees, bringing together audiences across generations and geographies.

Speaking about the partnership, Jagriti Motwani, Founder & CEO, AUM Premium, said, “South Side Story is a wonderful celebration of South Indian culture and we were happy to be part of its 8th edition as the Hydration Partner. At AUM Premium, we believe in making natural Himalayan spring water accessible while encouraging people to be more mindful about everyday hydration. Being part of an experience that brought people together through music, culture and shared moments was a meaningful association for us.”

The Delhi edition featured performances by artists including Thaikkudam Bridge, Shobana, The Raghu Dixit Project, Karthik, Baby Jean, Sooraj Santhosh, Arya Dhayal, Masala Coffee and Aksomaniac, among others.

Beyond Delhi and Mumbai, South Side Story has continued to expand its footprint, with the Pune chapter held on August 22 and the Bengaluru chapter scheduled for November 28.

The Delhi edition also featured a diverse line-up of experiences spanning music, literature, cinema, food, art and craft, with partners including Oxford Bookstores, Kunzum Bookstore, DC Books, Kerala Literature Festival and Indian Habitat Centre. Harley-Davidson, Hocco and AskSila joined the festival as the Title Partner, Presented By and Powered By partners, respectively, alongside a wider partner ecosystem.

The partnership further strengthens AUM Premium’s focus on integrating mindful hydration into experiences that bring together culture, community and conscious living.