“Electric Daisy Carnival” to be held on 12-13 November in Delhi


New Delhi: Anheuser-Busch InBev NV, the maker of beer brand Budweiser has taken decision to come up with biggest global electronic music festivals “Electric Daisy Carnival” to India.

It will be the first-ever edition of the Vegas-style festival that will took place in Delhi on the 12-13 November. The carnival will feature both international and Indian artists. For this music carnival, Budweiser has partnered with media and entertainment firm, Only Much Louder (OML), and the US-based event production company, Insomniac, for the event.

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Vineet Sharma, associate marketing director at AB InBev, India asserted that, “After Tommorrowland, EDC is the second biggest event globally. We have found that electronic music is picking up and is devoured by the millennials—the core target group (TG) of Budweiser. Globally, it is a rage and in India as well it is something to look out for. With increasing internet penetration and more consumers travelling abroad, the interest around international music is increasing. We want to shape and nurture electronic music space in India by bringing events, curating content and working closely with artistes.”

This year, Budweiser was connected with the moving occasion, Sensation, held in Hyderabad in March, trailed by Tomorrowland Unite (Mirror to Tomorrowland) in Hyderabad in July, and Don't Let Daddy Know music celebration, which was facilitated by Mumbai in August.

"Our TG is computerized locals in this manner portable and advanced are critical mediums. These buyers are additionally searching for immersive encounters thus on-ground experiential occasions get to be imperative. In these occasions, purchaser encounters the item which is a minute of truth for us. In the mean time, advanced helps us conveying our message, symbolism and affiliations," he clarified.

While India is a lucrative business sector for music celebrations, the business sector for which is evaluated at Rs.200 crore, there are solid difficulties.

"India is an extreme business sector to break into; it is more nearby than different nations. Live occasions accompany part of details, for example, understanding the topography, dialect and so on. It is difficult to do this size of occasions without brand organizations in India. Not at all like all inclusive, income in India is skewed towards sponsorship than ticketing," said Vijay Nair, CEO, OML Entertainment Pvt. Ltd, which has advanced and exhibited visits in India for David Guetta, Enrique Iglesias, Norah Jones, Russell Peters and AIB Knockout.

As of now, 80% of the aggregate income of the universal music occasions originates from brand sponsorship while for a more settled property, for example, Bacardi supported NH7 Weekender—the yearly multi-city music celebration—it remains at 40%. The urban areas that are facilitating such occasions incorporate Mumbai, Pune, Delhi-NCR, Bengaluru and Hyderabad.


Music as a stage cuts crosswise over such a large number of demographics driving brands to discover energy focuses in it, trusts Ajit Gurnani, overseeing accomplice of media organization ZenithOptimedia.

As indicated by him, if there should be an occurrence of alcohol brands, music celebrations work on the grounds that separated from administrative difficulties (alcohol brands can't promote in India), such occasions make for a viable utilization event particularly for youthful purchasers. "Alcohol organizations are attempting to get the youthful purchasers. When you get into a collection of brands that youngsters expend, the brand will develop alongside them," he said.

Gurnani said that these shows are not mass but rather it gives marks a specific sort of premium quality which, for example, a games occasion won't ever give. He likewise ascribes the pattern to the appearance of online networking and over the top (OTT) stages; customers are additionally presented to globally famous appears and occasions on a continuous premise and that makes an interest, he said.

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