Brands tap into the #Lollapalooza2024 energy

The second edition of the international music festival, Lollapalooza, witnessed artists and brands come together for a two-day festival. The event featured several brands like Maybelline India, Levi’s, Maruti Suzuki Nexa, Johnnie Walker, Budweiser, Bisleri Vedica and CRED establishing exclusive experiential spaces.

While Maybelline offered multiple experience centres where attendees could use the brand’s products and undergo makeovers, Levi's curated a space for personalized clothing experiences.

Maruti Suzuki Nexa featured several experience kiosks, allowing people to explore the vehicle’s features. Budweiser had an experience area for activities such as tattooing, piercing and hairstyling.

Additionally, brands provided dedicated VIP lounges to offer a special festival experience for their loyal customers.

Brands like Nexa, Johnnie Walker and Budweiser were sponsors for the event that saw performances by several popular artists. It was an ideal opportunity for brands to connect with their target groups and build a social media presence. The festival was co-produced by BookMyShow.

Vineet Sharma, Vice President, Marketing, AB InBev India, spoke about the brand’s association with Lollapalooza and how experiential marketing has been helping them in brand building. “After COVID, people have started going out more and they want to experience more things leading to an increase in experiential marketing. Earlier things used to happen first in the Western countries and then it used to get followed here, however, it is not the same case now due to the social media explosion. People have become fast in their choices, I feel brands are adapting slowly, yet we are still catching up with the pace. This is our second year with Lollapalooza, and as a brand, we feel this is the right place for us to be here.”

Pratik Bhandari, Marketing Director, Stage Crew, who was handling the Maybelline India experience centre spoke about the importance of the brand’s presence at such events. “People have realized it is important to reach out to the consumer and give them the experience of the brand and that’s when experiential marketing comes in place. Till now advertising, especially digital advertising has played a major role, but with influencers showing things, people also want to experience the same. It’s not limited to a certain group such as GenZ but it depends on the different products.”