Coldplay Streaming: How brands hit the right note
Brands like Maybelline New York, Absolut Mixers, Ballentine Soda, Chivas Luxe Perfumes, Oreo Pokémon Pikachu Edition Yellow Pack, Johnnie Walker Mixers ran ads during the concert
Marketing Moments
Ahmedabad witnessed a historic celebration on Republic Day, as Coldplay performed at the Narendra Modi Stadium in front of 1.34 lakh fans. Blending music, cultural pride, and cutting-edge marketing opportunities, the event was more than just a performance—it became a global statement about the convergence of art, commerce, and technology.
The Republic Day concert was the crown jewel of Coldplay’s India tour, which also featured sold-out shows in Mumbai on January 18, 19, and 21. Tickets for the Ahmedabad finale were snapped up within hours, with fans paying anywhere from Rs 10,000 to a staggering Rs 10 lakh. Over 1.3 crore people had attempted to book tickets, underscoring the band’s unparalleled fanbase and cultural resonance in India.
The event was hosted simultaneously in two cities. From Mumbai, Mantra and Aisha Ahmed anchored the celebrations, joined by Akasa Singh, Sunny Leone, Nikhil Chinapa, and rapper King. Khushi Kapoor and Junaid Khan also made an appearance to promote their film Loveyapa,.
Meanwhile, in Ahmedabad, Vrajesh Hirandani, Sahiba Bali, and Roshini Chasmawala brought live updates from the stadium, sharing firsthand accounts of the electrifying atmosphere.
Cricketing icons added to the cultural significance of the event. Jasprit Bumrah’s presence in the audience drew special attention when Chris Martin referred to him as the best bowler in cricket. A video montage of Bumrah’s wickets, particularly against England, thrilled the crowd. Jemimah Rodrigues also joined the festivities, reminiscing about her love for the band and humorously requesting concert tickets during a live call with host Anand Tyagi.
Sachin Tendulkar shared his admiration for Coldplay, and a touching tribute highlighted the mutual respect between Shah Rukh Khan and the band, particularly during their performance of Hymn for the Weekend.
Chris Martin made the evening even more memorable by singing Vande Mataram alongside Jasleen Royal and Elyanna in a powerful rendition of We Pray. Speaking in Hindi and Gujarati, Martin expressed his gratitude for performing on Republic Day, emphasizing the astronomical alignment of their Music of the Spheres tour and India’s national pride.
Disney+ Hotstar, the event’s exclusive streaming partner, positioned itself at the center of this global spectacle. They capitalized on the event’s massive appeal by introducing premium sponsorship packages. The title sponsorship was priced at Rs10 crore, while co-powered and partner sponsorship tiers were offered at Rs 7 croreand Rs 3 crore, respectively. These packages came with exclusive benefits, such as 10-20 second ad slots, meetand-greet opportunities, and access to luxury lounge experiences.
Brands like Maybelline New York, Absolut Mixers, Ballentine Soda, Chivas Luxe Perfumes, Oreo Pokémon Pikachu Edition Yellow Pack, Johnnie Walker Mixers, Courtyard By Marriott and Black&White Gunger ale ranads during the concert, ensuring their messages resonated with an engaged audience. Maybelline’s promotions for its Super Stay Lumi Foundation and Teddy Tints stood out, while Oreo cleverly referenced Coldplay’s iconic song Yellow with their limited-edition packaging.
An industry insider noted, “This event isn’t just about visibility; it’s about emotional resonance. Associating with a cultural phenomenon like Coldplay allows brands to create lasting connections with consumers.”
Coldplay’s concert redefined advertising benchmarks in India. According to Disney+ Hotstar’s rate card, Connected TV ad slots during the event were priced at Rs 7.5 lakh for 10 seconds—far surpassing rates for events like the IPL or even the FIFA World Cup. Industry experts estimate that the concert’s reach and engagement rivaled those of global sporting events.
The concert also attracted a wide variety of sponsors, from consumer tech and telecom to FMCG and wellness brands. Late Millennials and Gen Z, key target demographics for many brands, found themselves at the heart of this event’s cultural and marketing impact.
This event went beyond being just a concert, it became a cultural milestone for India. Experts compared its significance to that of a World Cup final, noting its power to unite diverse audiences. The event's unique blend of global music, national pride, and cutting-edge branding created an atmosphere that will be remembered for years to come.
Disney+ Hotstar enriched the experience with behind-the-scenes footage and the Coldplay A-Z series, highlighting trivia and history about the band. Anand Mahindra’s aerial view of the packed stadium and Shah Rukh Khan’s camaraderie with Coldplay were among the many viral moments that amplified the event’s reach.
By blending global music with local culture, Coldplay’s India tour showcased the transformative power of live events. As Chris Martin said, “The planets aligned for us to perform here today.” For the audience and marketers, it was a moment where everything; music, culture, and commerce, came together in perfect harmony.
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