Music and Marketing: How Brands Are Capitalizing on Concerts
From fashion labels to beverage companies, some of the world’s leading brands are finding innovative ways to market their products at live celebrity concerts. The high-energy environment of these events, combined with dazzling setups and captive audiences, has opened up new marketing possibilities. But as brands vie for a slice of the fan frenzy, one question looms: Are these strategies delivering tangible returns?
Concerts: The New Marketing Playground
The fact that popular Punjabi singer Diljit Dosanjh held his Dil-Luminati concert in Bengaluru last month brought out actress Deepika Padukone, a fan of his music, to share packs of her skincare brand, 82°E. Dosanjh also gave Mokobara, the luggage brand that he co-owns with Padukone, to the audience in the air by tossing the products. In his Mumbai concert, he did something similar, which saw branded strollers making waves in the fans’ minds.
This is just one example of the growing trend in which brands use live music events to amplify their visibility. United Colors of Benetton collaborated with Bryan Adams’ India tour as its official styling partner, and Mondelez innovatively used a drone drop of Cadbury Fuse bars at an AP Dhillon concert, among other creative ways that brands are using to connect with the younger, concert-loving audience.
Why Music Events Work for Brands
There have been several international live performances in India in the past year. Dua Lipa, Ed Sheeran, Bryan Adams, and the Jonas Brothers performed in India with local stars AP Dhillon and Karan Aujla. Since music is universally appreciated, it’s a force to unite people irrespective of age group and demographics.
“Music, like fashion, is a universal language that bridges generations,” says Ramprasad Sridharan, Managing Director of United Colors of Benetton. For Benetton, partnering with concerts is a way to enhance its brand visibility and establish a cultural connection with its consumers.
Innovative Brand Activations
Brands are pulling out all the stops to stand out at these events. At Dua Lipa’s Zomato Feeding India concert, for example, she mesmerized the audience with a mashup of “Levitating” and “Woh Ladki Jo.” Similarly, Bryan Adams’ India tour featured partnerships with Bisleri, Mondelez, and Nissan, which was the official driving partner.
“We believe such activations resonate deeply with our target audience,” says Nitin Saini, Vice-President of Marketing at Mondelez India. “These partnerships help strengthen brand recall and create an aspirational image for Cadbury Fuse.
Other brands like Bacardi’s Dewar’s Scotch Whisky have capitalized on the nostalgia factor. “Our research revealed a strong connection between ’90s music and our target audience, making Bryan Adams the perfect fit,” says Vijay Dev, Category Lead at Bacardi. Their collaboration with Adams and continued presence at events like NH7 Weekender showcase their commitment to connecting with fans.
The Numbers Behind the Buzz
Music tourism has exploded in India, and according to the report “Throwback 2024” by BookMyShow, over 477,000 fans are traveling in to attend live events. In Tier-2 cities like Kanpur and Shillong, for instance, an increase of 682% compared to the number of events held before.
International acts have also witnessed unprecedented ticket sales. Taylor Swift’s tour crashed Ticketmaster’s website, and Coldplay’s concerts in India sold out within minutes. Brands like Starbucks and Rapido are eager to collaborate with these global sensations, hoping to ride the wave of fan excitement.
Challenges in Concert Marketing
Despite the intense buzz, issues like lack of proper infrastructure, poor crowd management, and logistical inconveniences have still not improved. Former Infosys CFO Mohandas Pai spoke about the abysmal preparation for a concert by Bryan Adams at which Zomato allowed only cash purchases of food and beverages. Monali Thakur, also a singer, canceled a Varanasi event citing mismanagement.
These issues indicate the need for better planning so that the marketing potential of concerts is not overshadowed by operational failures.
