Lollapalooza: A cultural investment for brands, not just a sponsorship

Collegian Kriti Pandey’s best memories of Lollapalooza India, her initiation into the concert scene, was the towering Lolla Inflatable. Her smartphone’s memory is filled with photos taken at this festival landmark as well as the whimsical Lolla Lollipops installation.

Her friend, Adrian D’Costa, was more enthralled by the performances by Shawn Mendes, Glass Animals, Zedd, Cory Wong, Isabel LaRosa, and Lullanas. “I was really happy that the festival gave equal footing to home-grown performers like Jonita Gandhi, Talwiinder, Dot., Dhanji, Spyryk, Sahil Vasudeva, Anushka and Sid Vashi,” he said, adding that watching them live was worth sweltering in Mumbai’s humid heat on March 8th and 9th, 2025, and even traipsing around the expansive Mahalaxmi Racecourse.

The third edition of Lollapalooza India saw the global festival evolve not just in scale but also in how it engages audiences and brands alike. While the lineup of artists remains its biggest draw, the overall experience has emerged as an immersive cultural phenomenon—brought to life through interactive brand activations, striking installations, exclusive merchandise and an emphasis on sustainability, inclusivity, and accessibility, themes that resonate with Gen Z and millennials alike.

Green Day performing at Lollapalooza. Image credit: RVR_16.

BookMyShow Live was the promoter and co-producer of the festival’s Indian edition along with global producers, Perry Farrell and C3 Presents for the third year in a row.

“Each year, we continue to build on our community-first approach, curating an immersive, interactive, and transcendental world. Beyond the festival grounds, even Mumbai’s streets become a part of the experience, with a specially designed Kaali Peeli taxi transforming into a roving party zone this year. The festival isn’t just about witnessing music; it’s about stepping into a fully realised, multi-sensory world,” Anil Makhija, COO—live entertainment and venues at BookMyShow told Campaign.

While BookMyShow did not share details of the footfalls for the event this year and in the past two editions, sources stated that around 60,000 people visited Lollapalooza 2025. Makhija did state that the response to the third edition of the festival was phenomenal, with Early Bird general access (GA) and Lolla Comfort by RuPay tickets selling out in just seven hours.

Anil Makhija, COO—live entertainment and venues at BookMyShow.

“This overwhelming demand reflects not just the love for live music but also the festival’s growing stature as a cultural landmark. The newly introduced Lolla Comfort by RuPay, offering elevated concert experiences, has resonated deeply with audiences,” he claimed.

Sponsorship vs immersion: The balancing act

India’s live events scene is stealing the spotlight, and the numbers prove it. From sold-out concerts to jam-packed food festivals, the industry is booming. Statista pegged its value at INR 88 billion in 2023, with projections hitting INR 143 billion by 2026—a solid 17.6% CAGR. Last year alone, India hosted a staggering 26,359 live events, as per BookMyShow.

With global stars like Ed Sheeran, Coldplay, and Diljit Dosanjh lighting up stages, brands are seizing the moment—turning concerts into prime playgrounds for sponsorships and experiential marketing. Because where the crowds go, the ad dollars follow.

Partho Banerjee, senior executive officer, marketing and sales of Maruti Suzuki India.

With big-name brands, including H&M, Corona Sunsets from AB InBev, Maruti Suzuki’s Nexa, Walkers & Co (Johnnie Walker non-alcoholic mixers), Maybelline New York, Lenovo, Liquid IV and Vedica jumping on board, Lollapalooza India, too, became an attractive sponsorship playground. But how does it maintain the balance between commercial partnerships and genuine festival experiences?

“A key factor in this evolution is our strong synergy with brands that align with the festival’s spirit. Nexa, Walkers & Co, AB InBev and RuPay have been a part of Lollapalooza since the first edition, and we continue to bring like-minded brands on board to enhance the overall experience,” Makhija explained.

For brands, being present at Lollapalooza India is no longer just about logo placements—it’s about creating interactive, memorable experiences.

This year, H&M debuted with ‘The Sound of Style’—a runway shaped like a megaphone that fuses fashion with music in an experiential way. “The connection between fashion, music and culture has always been very close to the H&M brand as powerful tools to unleash self-expression,” said Helena Kuylenstierna, Director, H&M India. “Our association with Lollapalooza India is a celebration of that.”

The fashion brand started the celebrations with a pre-gig party on 19 February in Mumbai with artists such as Lisa Mishra, Kayan (Live), and Nida Merchant, which was open for customers and fans to attend. From designing personalised album covers to blending fashion with music in a creative way, H&M’s activation sought to provide a unique experience that extended beyond the festival grounds.

Helena Kuylenstierna, Director, H&M India.

Makhija would like to believe that Lollapalooza India has cemented itself as a defining cultural moment with a significant impact on the live entertainment landscape and the broader economy. “Our focus remains on making strategic investments that not only enhance the festival experience but also build an ecosystem where fans and brands come together to fuel its long-term growth,” he emphasised.

A testament to this commitment is the introduction of India’s first all-black-steel VerTech stage—engineered with a 50-tonne loading capacity, significantly higher than the standard 15-tonne capacity of most Indian live event stages introduced in the last edition of the festival.

AB InBev India, too, was eager to "craft meaningful connections and transformational experiences" with its consumers at all touch points at Lollapalooza India. According to Vineet Sharma, the company's vice president for marketing and trade marketing the festival is a perfect canvas for it to bring its brand philosophy of "golden moments" to life. "We're not just a partner to this festival; we're crafting an entire ecosystem of experiences that engage consumers on multiple sensory and emotional levels," he told Campaign

Pricing and accessibility: A luxury or a limitation?

While the festival offers an unparalleled experience, its ticket pricing, ranging from INR 10,000 to INR 50,000, does raise questions about accessibility. Especially when majority of its visitors comprise Gen Z with a smattering of millennials who are mindful about how they spend their discretionary income.

“While with this ticket we could enjoy gourmet food, a private bar, and the best views of the festival, it definitely pinches the pocket,” said Pandey, who had taken a general admission pass for around INR 7,200 but found premium access prohibitively expensive.

Vineet Sharma, vice president—marketing and trade marketing at AB InBev India.

AB InBev India's Sharma, believes brands play a key role in addressing accessibility concerns. “We view accessibility as more than just ticket pricing – it's about creating inclusive cultural experiences. At Lollapalooza India, we're achieving this through multiple strategies like creating diverse touch points that extend beyond physical attendance, such as our interactive installations and digital content.”

Building long-term brand love

Associations with music festivals are no longer just a one-off marketing play; they are increasingly about long-term cultural investment. Kuylenstierna stated that the company’s partnership with Lollapalooza India aligns with the global vision of connecting with young women and men.

“It is set to be a powerful platform to connect with India’s vibrant Gen Z who see fashion as a medium of self-expression,” she added. “This collaboration will allow H&M to create impactful, experiential moments that resonate with the aspirations and lifestyles of India’s youth.”

For NEXA, the association goes beyond sponsorship. “NEXA, as a lifestyle brand, has a long-term vision with key brand extension/pillars: Music, Lifestyle, and Journeys,” Partho Banerjee, senior executive officer, marketing and sales of Maruti Suzuki India told Campaign. “Live events like Lollapalooza offer an immersive, high-energy environment that allows us to engage with consumers in a more authentic and personal way.”

Live events ignite enthusiasm and leave a lasting imprint, making them a powerful tool for brand loyalty and recognition. Unlike conventional ads, they create immersive moments that captivate audiences, fuel creativity, and strengthen emotional bonds. They also offer a fresh, dynamic way for consumers to engage with a brand and its products firsthand.

 “We’ve seen significant results in brand awareness and engagement from previous years,” said Banerjee. “This year, we’re showcasing our first electric car, the SUV eVitara—bold, electric, and full of personality.”

Ruchira Jaitly, chief marketing officer of Diageo India.

For Walkers & Co, the biggest takeaway has been the appreciation for experiences beyond music. “Instead of traditional branding, we focus on creating spaces and moments that feel personal, participatory, and seamlessly woven into the festival culture,” Ruchira Jaitly, chief marketing officer of Diageo India told Campaign.

As Lollapalooza India cements its place in the cultural landscape, brand partnerships will likely deepen into more experiential and product-driven collaborations. Whether through exclusive lounges, digital extensions, or new formats that extend beyond a single weekend, the festival is shaping up to be more than just a two-day music extravaganza—it’s a long-term brand-building platform that offers year-round engagement opportunities.

The question remains: How will brands continue to evolve in this space, ensuring that their presence is meaningful and not just another sponsorship logo on a banner?