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Travis Scott is set to bring his CIRCUS MAXIMUS WORLD TOUR to Mumbai on November 19th, 2025 at Mahalaxmi Racecourse. To channel the unstoppable fan energy around the show, BookMyShow Live, the live entertainment experiential division of BookMyShow has unveiled a new fan-first digital campaign titled ‘Sicko Leave’. The idea draws inspiration from a broader trend sweeping social media, where young Indians have been turning everyday leave requests into mini cultural performances, witty, quirky and steeped in pop-cultural flair. Tapping into this moment, BookMyShow Live created Sicko Leave as a playful, tour-inspired extension of this trend, capturing the spirit of the show and the anticipation building across the country.
The campaign declares that fans don’t need sick leave, they need Sicko Leave, a tongue-in-cheek “permission slip” to enjoy the experience of a lifetime. The centrepiece of the initiative is a custom-built microsite: ‘Sicko Leave Generator’ that generates personalised leave “applications”, encouraging fans to indulge in the kind of humorous honesty only the internet can enable. The premise is simple: with a few playful prompts, users can craft an excuse that reflects their personality, from the melodramatic to the technologically cursed to the chronically over-scheduled, tailored to who they plan on fibbing to. These excuses are designed to feel instantly shareable, functioning as digital souvenirs of the pre-show moment and circulating widely across social feeds.
Speaking about the campaign, Dolly Davda, Head - Marketing, BookMyShow, said, “The response to Travis Scott’s India tour has been truly phenomenal. With ‘Sicko Leave’, we set out to channel that same electrifying energy - bold, witty and rooted in fan passion. The campaign reflects the raw, unfiltered essence of Travis Scott’s universe, giving fans a creative and playful outlet to celebrate the anticipation long before the first beat drops in Mumbai. As India’s live entertainment landscape continues to evolve, ‘Sicko Leave’ captures the essence of what we aim to create - experiences that bring fans closer, transform audiences into active participants and turn every live event into a shared cultural moment.”
The excuses themselves carry a distinctly contemporary wit; one fan addressing their boss, for instance, might confess: “I am writing to request for a leave as our chai wala has refused to serve ‘uncool’ customers. Attending Travis Scott’s concert is my only shot to get in his good books and continue my chai addiction.” Another might say, “I am writing to request leave as I described our growth trajectory as ‘astronomical like the album,’ confusing shareholders. Travis Scott’s concert separates my business projections from music industry references.” Elsewhere, the Sicko Leave Generator throws up gems like, “I am writing to request leave as I’ve been using ‘La Flame’ as my email signature and clients think it’s unprofessional. Travis Scott’s concert ends this stage name appropriation in my business communication.”
The generator also taps into the hyper-online vernacular of younger fans, many of whom experience live music as cultural currency. One excuse reads, “I need to attend this concert because missing this is high-key rage bait. Travis Scott’s concert saves me from becoming the group’s lifelong meme,” while another leans into classic family dynamics: “I need to attend the concert on November 19, 2025 because Sharma aunty’s golden boy is going too. Travis Scott’s concert proves I’m also comparison material.” And in a moment instantly familiar to anyone with musically ambitious relatives, a fan pleads: “I am writing to request leave on November 19, 2025, as my nana wanted me to sing at a family gathering. Travis Scott’s concert will outsource it.”
Every excuse is built to be shared in a single tap, with fans tagging @bookmyshow.live and pairing their posts with the instantly recognisable Sicko Mode audio for a chance to win official tour merchandise.
At its heart, Sicko Leave functions as a cultural release valve, a light, playful observation of how structured day-to-day life can be and how warmly fans embrace a night of live music that feels bigger than the everyday. The campaign reflects the contemporary lexicon of India’s young audiences, balancing humour with an understanding of how they navigate work, family and social commitments in an age shaped by group chats, memes and continuous digital conversation. With this initiative, BookMyShow Live underscores its role as a brand closely in tune with its audience: their language, their routines, their aspirations and the cultural significance a concert of this scale holds for them.