Alan Walker to create Magic Moments in four cities at Sunburn Music Festival

Magic Moments Music Studio from the house of Radico Khaitan has continued its association with Asia’s biggest music festival, ‘Sunburn’ for the fifth year in a row with its 15th edition multi-city Arena showcase. The much sought-after and Asia’s biggest music festival is hitting the ground again with multi-platinum record producer Alan Walker performing his electronic jam on April 14 in Mumbai, followed by Bengaluru on April 15, Hyderabad on April 16, and Gurugram on April 17.

Radico’s association with Asia's biggest music festival has helped it reach out to the concentrated audience, as this is a platform that helps the company tap into the younger audiences who claim the lion’s share of the consumer base of our brand magic moments. It has been the coming together of two brands complementing each other; looking at the fest as the growth partner, Radico has now scaled up the association to be the presenting partner of Sunburn after starting as ‘Associate Partner’ in 2017.

The event will take place at Mahalakshmi Racecourse in Mumbai on April 14, Bhartiya City in Bengaluru on April 15, Hitex in Hyderabad on April 16, and Backyard in Gurugram on April 17.

“The response from on-ground events has been encouraging so far as the new normal is setting in. In fact, the big-ticket events like Sunburn, open up growth corridors for brands through on-ground promotional activities and engagement. We are expecting high attendance of millennials coming in to get the immersive magical experience of this world-class event,” said Mr. Amar Sinha, Chief Operating Officer, Radico Khaitan Ltd.

 Over the years, the Arena presented by Magic Moments has hosted some of the World's most well-known DJs in the past, including Hardwell, Deadmau5, Afrojack, Armin Van Buren, Swedish House Mafia, Dash Berlin, and Avicii.

Last month, Magic Moments Music Studio partnered with ‘Sunburn Holi Reload’ held in ten cities, including Bhopal, Thane, Chennai, Kasol, Chandigarh, Jamshedpur, Delhi, Bangalore, Pune, and Goa. Sunburn’s beloved KSHMR took the spotlight in Goa, Pune, Bangalore, and Delhi.