Red FM Teams Up with AUM Premium Water for South Side Story Festival
AUM Premium Himalayan Spring Water partnered as the official Hydration Partner for the 8th edition of Red FM’s South Side Story festival in Delhi, keeping over 13,000 attendees refreshed.
Sandhya
AUM Premium joined forces with Red FM as the official Hydration Partner for the 8th edition of its flagship cultural festival, South Side Story. Celebrating South India’s music, food, art, literature, cinema, and craft, the festival’s Delhi edition took place on August 29–30 at the KD Jadhav Indoor Stadium, drawing over 13,000 attendees across generations.
Through dedicated refreshment touchpoints throughout the venue, AUM Premium served its natural Himalayan spring water to festival-goers, integrating pure hydration into the overall event experience.
Promoting Mindful Hydration Across Cultural Spaces
Commenting on the collaboration, Jagriti Motwani, Founder & CEO of AUM Premium, stated: “South Side Story is a wonderful celebration of South Indian culture and we were happy to be part of its 8th edition as the Hydration Partner. At AUM Premium, we believe in making natural Himalayan spring water accessible while encouraging people to be more mindful about everyday hydration. Being part of an experience that brought people together through music, culture and shared moments was a meaningful association for us.”
Star-Studded Lineup and Multi-City Expansion
The Delhi event featured performances by leading South Indian artists, including:
- Thaikkudam Bridge
- The Raghu Dixit Project
- Shobana
- Karthik
- Baby Jean
- Sooraj Santhosh
- Arya Dhayal
- Masala Coffee
- Aksomaniac
Expanding beyond its core bases in Delhi and Mumbai, the festival launched its Pune chapter on August 22 and is set to host its Bengaluru edition on November 28.
A Rich Ecosystem of Cultural Partners
The festival enriched its cultural footprint through literary and arts partnerships with Oxford Bookstores, Kunzum Bookstore, DC Books, Kerala Literature Festival, and India Habitat Centre. Brand sponsors included Harley-Davidson as Title Partner, Hocco as Presented By partner, and AskSila as Powered By partner.
The partnership underlines AUM Premium's focus on embedding conscious living and mindful hydration into major cultural and community events.
