Ahead of the iconic multi-genre music festival Lollapalooza India 2024 The festival, which will be held in Mumbai on January 27 and 28, will feature brands such as NEXA, RuPay, Levi's, Maybelline New York, CRED, Budweiser, Johnnie Walker and Bisleri Vedika, along with BookMyShow, the promoter and co-producer of the festival. We collaborated with Live. The Indian version will feature international producer Perry Farrell and C3 Presents. The massive global music event, with headliners such as the Jonas Brothers and Sting, is expected to attract more than 60,000 attendees over the two-day event.
Owen Ronkorn of BookMyShow Live said the music festival will be conducted in collaboration with global and Indian brands from various industries ranging from automotive, consumer goods, retail, beauty, fintech, food and beverages, and will be inspired by music. It said it will improve on-site consumer engagement and the festival experience. . “Brand partners are investing heavily in festival experiences such as Lollapalooza India 2024 and other BookMyShow live intellectual property (IP) for marketing and real-time consumption with a young, digitally savvy audience. We curate on-ground live experiences that serve as touchpoints for consumers.Even though brands in the B2B or B2B2C industry are eyeing this space as a lucrative opportunity, as are B2C brands, live events are still It has become an integral part of the global marketing mix,” said Owen Roncon, Head of Business, BookMyShow Live.
According to Maruti Suzuki's Shashank Srivastava, such youth-focused events are a great way for car companies to increase brand visibility and recall. “Like most car brands, we have KPIs (key performance indicators) for both brand salience and awareness, recalls, etc. This year we crossed 500,000 units for the first time, and Nexa If we are an independent brand behind Suzuki, it is currently the second largest brand in India. It has recorded a growth of 53% thanks to new products such as Fronx, Grand Vitara and Brezza.'' Maruti Suzuki -Shashank Srivastava, Executive Director, India Limited (MSIL) said:
Events around fashion, lifestyle, music, etc. will help brands reach a more urban and aspirational audience, he added. “This kind of relevance reflects your core values, which is reflected in your sales. Nexa is 30% of our sales. The problem with legacy brands is that the brand is sticky. „So it's difficult to change to something new, but we need that stickiness because many consumers still want that value and functionality,“ he added.
He said digital accounts for 27% of advertising spend, and apart from spending on new models, the company will spend about 120 billion yen on brand positioning efforts and another 4 billion to 500 billion yen on brand maintenance, including actual advertising costs. He said he spent 100 million yen. “At Lollapalooza India, we offer the NEXA Lounge, the best viewing position. We also have the NEXA Music Platform, which attracts young talent and brings the best of them to perform at the fest,” he said. said.
The focus will be on creating a brand experience at the event, said Smruti Rajagopalan, brand general and category leader for Maybelline New York, who participated as an associate sponsor and beauty partner. „A few years ago there weren't that many choices, but now consumers have so many choices. It's very difficult to capture the consumer's attention. Creating an immersive experience. is important. We want consumers to take a piece of New York home with them. That's an advantage for us. We want to combine an international image with local relevance. „Music will mean a lot to us this year. We're also partnering with Supersonic. We'll also be looking at college festivals, which will be a big part of our expansion plans.“ she said.
With the onset of e-commerce, brands are seeing the emergence of both types of consumers, both online and offline, and events like Lollapalooza India are helping brands create more immersive experiences, said Rajagopalan. He added that