Red FM Partners With AUM Premium For Dugga Dugga Festival 2026 In Noida

Red FM partnered with AUM Premium as the Hydration Partner for Dugga Dugga Festival 2026, a celebration of Bengali music and culture during the Sharodiya season, held at Sensation Lawn, GIP Mall, Noida.

As the Hydration Partner, AUM Premium brought its natural Himalayan spring water to the festival, offering attendees a refreshment option during an evening celebrating Bengal’s musical heritage and contemporary sounds.

Speaking about the association, Jagriti Motwani, Founder and CEO, AUM Premium, said, “Dugga Dugga Festival was a beautiful celebration of Bengali music and culture, bringing together artists and audiences through the spirit of Sharodiya. At AUM Premium, we believe mindful hydration should be a part of everyday life, and our focus has always been on making natural Himalayan spring water accessible to more people.”

The festival featured performances by Bengali artists including Lopamudra Mitra, Rupankar Bagchi, Anupam Roy and Fossils. The line-up brought together soulful melodies, contemporary singer-songwriter sounds and high-energy rock, showcasing the diversity of Bengali music.

The event also received support from partners across multiple sectors, including LIC Housing Finance, JK Maxx Paints, Pride Plaza Hotel, SBI, Muthoot Finance, Gas-O-Fast and Redcliffe Labs, among others. Food and beverage partners included Shondesh Sweets, Bijoli Grill, Blue Tokai Coffee, Raju Chaat Corner and Petpuraan.

The association aligns with AUM Premium’s focus on integrating mindful hydration into experiences centred on culture, community and conscious living.