Lollapalooza India 2024 teams up with brands to create interactive cultural affair

Following the resounding success of the Asia-first edition last year, the global multi-genre music festival Lollapalooza India 2024 is now gearing up for its second edition with a community-first approach.

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 January 27th - 28th, Lollapalooza India 2024 will take place in Mahalaxmi Race Course and showcase a line-up of 40+ artists from around the globe across a two-day extravaganza.

BookMyShow Live, the live entertainment experiential division of BookMyShow 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.

Some of the brands from the world and India 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.

Budweiser Beats Energy Drink as Co-Presenting Sponsor continues to honour Lollapalooza’s legacy 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.

At Lollapalooza India 2024, 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’! Lolla attendees can also get featured on the Budweiser BudX Stage through the ‘Bud Cam’ and win attractive prizes.

Johnnie Walker Refreshing Mixer Non-Alcoholic is the  Co-Presenting Sponsors for Lollapalooza India 2024. The Walkers & Co. stage this year, will feature headliners Halsey and OneRepublic. Walkers & Co. lounge is focussing on an interplay of interactivity and 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.

Johnnie Walker Refreshing Mixer Non-Alcoholic are the Co-Presenting Sponsors for Lollapalooza India 2024. The Walkers & Co. stage this year, will feature headliners Halsey and OneRepublic while the Walkers & Co. lounge will host displays created in collaboration with Aashna Malik, a multidisciplinary artist. The Walkers & Co Lounge will give the festival goers a chance to dive into Cymatics Installation. Also part of the lounge is a Kinetic Wall that will give people a chance to dance. The Tech Drum Circle will allow people to become part of a lively symphony through sounds and movement, bringing the Striding Man to life through rhythmic beats. Additionally, festival-goers will get a chance to personalise their merchandise through screen printing.

Nexa, Maruti Suzuki's retail channel and Co-Presenting Sponsors of Lollapalooza India 2024 are set to deliver the ‘Nexa Lounge’. The elevated deck lounge will include reserved tables, a complimentary curated 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. Music has always been an important pillar for Nexaand the brand will celebrate it through the specialised ‘Nexa Stage’ at Lollapalooza India 2024, featuring international and home-grown artists such as Caribou and Eric Nam. Nexa cars customised in Lollapalooza themes carrying the vibe, culture and colours of the festival have taken over the streets of India across Mumbai, Delhi-NCR, Bengaluru and Pune amongst others in the run-up to the festival. Nexa also collaborated with renowned artist Anime who added an urban touch by creating a graffiti art canvas that blends Nexa’s brand ethos with Lollapalooza India. The journey continues with Nexa's multi-episode YouTube series, 'Nexa Car-a-oke.' Hosted by Nikhil Kini, the series features engaging conversations with influential figures in the music industry, including Tsumyoki, Dhruv Viswanath, Gaia Meera, Frizzell D’Souza, Anoushka Maskey, Shaan Kambli.

Denim brand Levi’s returns to Lollapalooza India 2024. Levi’s Tailorshop’ is all set to unveil 15 designs inspired by music, moments and memories in collaboration with renowned 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 product with these designs through tailored panelling, heat press stickers and screen prints, expressing their individual style through Levi’s denim.

Adding to the brand partnership roster at Lollapalooza India 2024 is Maybelline New York. The brand's focal point will be the ‘Makeup Playground.’ This feature will showcase ‘Lolla Looks’ inspired by artists performing at the festival including Komorebi, Aarifah, Kavya and Mali, offering consumers an opportunity to explore the world of Maybelline makeup in the style of the festival. 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 favourites like the SuperStay Matte Ink and the viral sensation Superstay Vinyl Ink from its 2023 launch slate.

Bisleri Vedica Himalayan Spring Water has stepped in to not only provide hydration for all festival attendees but do it by creating luxe touchpoints featuring water carts and an activation incorporating helium balloons synchronised with the tagline #FullOfAltitude. 

Another new addition to Lollapalooza India 2024’s brand roster is Cred that 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 and discover surprises.

Along with these brands, a Global Card payment network RuPay, who helmed the early pre-sale window of tickets for Lollapalooza India 2024 will also engage with audiences at the festival. RuPay credit cardholders will get special access through exclusive aisles, special parking, additional discounts and experiences at the festival.

Spearheading Lollapalooza India as the co-producer and promoter for the festival’s Indian edition, BookMyShow 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’ that will feature the pit-stops one must have on their entertainment calendar in 2024 across music, comedy, activities and more! This space will act as the ticket to entertainment with offers on Lollapalooza India 2024 merchandise and the Lolla Food Park.

Featuring over 40 artists, 4 stages and over 20 hours of live music, art and culture, Lollapalooza India will be offering not just music, but also a cultural experience.

Info@BestMediaInfo.com