Sunburn Music Festival: Record Producer Walker To Be Event’s Head-Turner In India

| Updated: 13 April, 2022 7:47 pm IST

MUMBAI: Magic Moments Music Studio from the house of Radico Khaitan has continued its association with Asia’s biggest music festival, ‘Sunburn’, for the fifth year in a row with its 15th edition multi-city Arena showcase. The much-vaunted Asia’s biggest music festival is set to start with multi-platinum record producer Alan Walker performing his electronic jam on April 14 in Mumbai, followed by Bengaluru on April 15, Hyderabad on April 16, and Gurugram on April 17.

The event will take place at Mahalakshmi Racecourse in Mumbai on April 14, Bhartiya City in Bengaluru on April 15, Hitex in Hyderabad on April 16, and Backyard in Gurugram on April 17.

Radico’s association with Asia’s biggest music festival has helped it to tap into the younger audiences who are the biggest consumer base of ‘Magic Moments’.

“The biggest objective of collaborating with the music festival is to create brand awareness and reach out to youth who are amazingly fond of Vodka,” said Nandita Heman, the senior communication professional.

“The youth trip over cocktails and Vodka-based cocktails are in vogue. So we cater to youngsters who enjoy their Vodka or cocktails with a dash of music,” she stated.

“During summers, in particular, Vodka and Vodka-based cocktails sell like hok cakes. Collaborating with music festival has done a lot of good to our brand visibility and repute. The youngsters identify ‘Magic Moments’ as a hip and cool brand. That’s a victory for us,” she added.

Over the years, the Arena presented by Magic Moments has hosted some of the World’s most well-known DJs in the past, including Hardwell, Deadmau5, Afrojack, Armin Van Buren, Swedish House Mafia, Dash Berlin, and Avicii.

“The response from on-ground events has been encouraging so far as the new normal is setting in. In fact, the big-ticket events like Sunburn, open up growth corridors for brands through on-ground promotional activities and engagement. We are expecting high attendance of millennials coming in to get the immersive magical experience of this world-class event,” said Mr. Amar Sinha, Chief Operating Officer, Radico Khaitan Ltd.

Last month, Magic Moments Music Studio partnered with ‘Sunburn Holi Reload’ held in ten cities, including Bhopal, Thane, Chennai, Kasol, Chandigarh, Jamshedpur, Delhi, Bangalore, Pune, and Goa. Sunburn’s beloved KSHMR took the spotlight in Goa, Pune, Bangalore, and Delhi.

Radico Khaitan Limited (RKL) is one of the oldest and largest manufacturers of Indian Made Foreign Liquor (IMFL) in India. Earlier known as Rampur Distillery, RKL commenced its operations in 1943, and over the years emerged as a major bulk spirits supplier and bottler to other spirit manufacturers.

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