Brands seeing live concerts as essential for audience engagement

As Lollapalooza India gears up for its third edition on March 8-9 at Mumbai’s Mahalaxmi Racecourse, the festival promises an immersive experience, blending world-class music with large-scale art installations, interactive brand activations, and a strong focus on sustainability and inclusivity, said Anil Makhija, COO – Live Entertainment & Venues, BookMyShow.

In a written interview with exchange4media, he highlighted the festival’s evolution beyond just music, transforming into a cultural phenomenon that engages audiences and brands alike. “Each year, we continue to build on our community-first approach, curating a world that is immersive, interactive, and transcendental,” he said.

Makhija emphasized that the approach to sponsorships has also evolved, with brands increasingly recognizing live concerts as essential platforms for audience engagement. He noted that BookMyShow Live, the experiential division behind the festival, has been instrumental in elevating India’s live entertainment scene to global standards. Instead of traditional sponsorship deals, the focus is on forming partnerships that seamlessly integrate into the festival experience, ensuring brands enhance rather than disrupt the event.

The upcoming edition will feature larger-than-life installations, including the Lolla Inflatable, the visually dynamic Lolla Garden, and the Lolla Lollipops display, transforming the festival grounds into a multi-sensory spectacle. Adding to the experience, Mumbai’s iconic Kaali Peeli taxi will be redesigned as a roving party zone, extending the festival’s energy beyond the venue.

The overwhelming response to the 2025 edition underscores its growing popularity, with Early Bird GA and Lolla Comfort by RuPay tickets selling out in just seven hours. Makhija noted that the newly introduced Lolla Comfort by RuPay, which offers an elevated concert experience, has resonated strongly with audiences.

Brand partnerships continue to play a crucial role in shaping the festival’s identity. Longstanding sponsors like NEXA, Walkers & Co, AB InBev, and RuPay remain key collaborators, while new entrants like H&M are making a bold debut. H&M’s “The Sound of Style” activation will blend fashion and music through a megaphone-shaped runway, offering fans interactive digital activations and exclusive fashion experiences.

Beyond entertainment, Lollapalooza India has had a significant economic impact, driving industries such as travel, hospitality, F&B, and music tourism. Makhija also highlighted the festival’s investment in infrastructure, setting new benchmarks with India’s first all-black-steel VerTech stage—introduced last year—boasting a 50-tonne loading capacity, far exceeding the standard for Indian live event stages.