Brands channel #Lollapalooza2024 vibes, capturing the festival's dynamic energy
Maybelline India, Levi’s, Maruti Suzuki Nexa, Johnnie Walker, Budweiser, Bisleri Vedica, and CRED introduced exclusive experience lounges at Lollapalooza 2024, elevating the festival with distinct offerings and ambiance
Sumit Rawat
The highly anticipated Lollapalooza music festival's second edition saw a fusion of music, art, and brand experiences over two electrifying days. Renowned brands including Maybelline India, Levi’s, Maruti Suzuki Nexa, Johnnie Walker, Budweiser, Bisleri Vedica, and CRED took center stage by creating exclusive experiential spaces
Maybelline India treated attendees to multiple experience centers, inviting them to explore and use the brand's products while undergoing glamorous makeovers. Levi's crafted a personalized clothing experience, allowing festival-goers to curate their own style.
Maruti Suzuki Nexa showcased various experience kiosks, providing an opportunity for people to delve into the features of their vehicles. Budweiser, on the other hand, featured an experience area where attendees could engage in activities like tattooing, piercing, and hairstyling.
Brands went the extra mile by offering dedicated VIP lounges, ensuring a special festival experience for their loyal customers.
Nexa, Johnnie Walker, and Budweiser, among others, served as sponsors for the event, complementing the stellar performances by popular artists. The festival served as a strategic platform for brands to connect with their target audiences and establish a robust social media presence. Co-produced by BookMyShow, the event attracted a diverse audience seeking an immersive experience.
Vineet Sharma, Vice President of Marketing at AB InBev India, shared insights into the brand's association with Lollapalooza, emphasizing the role of experiential marketing in brand building. He noted the surge in experiential marketing post-COVID, with people seeking unique and engaging experiences. Sharma highlighted the impact of social media, noting that trends now transcend geographical boundaries rapidly.
Pratik Bhandari, Marketing Director at Stage Crew overseeing the Maybelline India experience center, highlighted the growing significance of brand presence at such events. He emphasized the shift towards experiential marketing, driven by the desire of consumers to not just see but experience brands. Bhandari noted that this trend extends beyond specific demographics, emphasizing the universal appeal of experiential marketing.
