Seagrams Royal Stag BoomBox Showcases an Unforgettable Season Finale in Bhubaneswar with Badshah Neeti Mohan Ikka and Ali Merchant


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Seagram’s Royal Stag BoomBox Showcases an Unforgettable Season Finale in Bhubaneswar with Badshah, Neeti Mohan, Ikka and Ali Merchant

  • Monday, April 1, 2024 1:58PM IST (8:28AM GMT)
Travelling through four youthful cities this year, Seagram’s Royal Stag BoomBox – The Original Sound of Generation Large, offered spellbinding experience, intertwined with art and culture, where the best-loved melodies of Bollywood meet the pulsating beats of hip-hop. The youth festival made its fourth and final pit-stop of the season in Bhubaneswar, Odisha.
Bhubaneswar, Odisha, India:  
Celebrating the spirit of ‘Living it Large’, Seagram’s Royal Stag presents the second edition of Royal Stag BoomBox, a one-of-its-kind musical festival where the best-loved melodies of Bollywood meet the pulsating beats of hip-hop. The musical youth engagement platform held its fourth and final on-ground experience of the year in Bhubaneswar, Odisha on March 30th, 2024. The city came alive as Royal Stag BoomBox audaciously brought together polar opposites of the music industry to create an original soundscape.

With an enthusiastic audience of close to 10,000 people, Bhubaneswar came alive with the youthful energy of Royal Stag BoomBox. The venue (Baramunda Ground Field) was alight with dazzling colors and sounds, bringing various aspects of culture, merchandise, food, and numerous interactive experiences for the attendees to enjoy under one roof. The ambience of the occasion was distinctly youthful, resonating with the city's vibrant spirit. Alongside the headline acts, a plethora of other performances captivated the audience leading up to the evening, including showcases by local bands, dancers, rappers, and beatboxers. As the evening approached, Ali Merchant took to the stage, officially opening the festival with his electrifying mashups. Hip-hop artist Ikka followed suit, igniting the crowd with his pulsating rhythms. Soon after, singer Neeti Mohan mesmerized the audience with her enchanting melodies. The festival culminated in a spellbinding performance by Badshah, leaving behind unforgettable memories for all attendees.

Following his memorable performance, rapper Badshah shared, “It’s been a stellar association with Royal Stag BoomBox once again. After last year’s memorable performance in Bhubaneswar, I had been eagerly looking forward to this year’s show in the city. The audience in Bhubaneswar truly knows how to have fun!”

Artist Ikka expressed, “It’s really cool when people come together to explore new genres of music. And Royal Stag BoomBox is the perfect platform for that. I am delighted to have been a part of the music festival and the show in Bhubaneswar was truly epic.”

Singer Neeti Mohan shared, “I am excited to be collaborating with Royal Stag BoomBox for another edition! We created some beautiful memories last year and the musical experience has been even more special this year. After the magical time we had in Jaipur, I had really been looking forward to performing in Bhubaneswar and the audience really wowed us!”

Artist Ali Merchant said, "Royal Stag BoomBox is back with a bang with new Hip-Hop X Bollywood collabs! I have partnered the property for each of the on-ground musical experiences for this edition, and Bhubaneswar truly showed us amazing energy worthy of a finale!”

Kartik Mohindra, CMO, Pernod Ricard India, said, “Music and live experiences bring people together and are natural enablers of conviviality. Royal Stag continues to celebrate music as its key youth passion pillar. Carrying forward the brand’s ‘Live It Large’ ethos and youth connect; we are excited for the launch of the second edition of Royal Stag BoomBox. The kind of response and engagement we received for the festival last year was truly overwhelming. This year, the platform is set to elevate the experience by blending the melodies of Bollywood with the pulsating beats of Hip-hop, along with art and cultural experiences, truly exemplifying the brand philosophy of living it large.”

Speaking about the second edition of Royal Stag BoomBox, Ajay Gupte, CEO-South Asia, Wavemaker, said, “Wavemaker is thrilled to continue to be a part of the journey of Royal Stag BoomBox. More than just a musical festival, it represents a cultural movement embracing the 'Living It Large' spirit of the brand. Royal Stag BoomBox guarantees an unforgettable blend of swag, emotion, and the vibrant synergy between Bollywood and hip-hop. The beats of this generation will resonate loudly, and we are confident that the second edition will be another massive hit, just like the last one”.

Commenting on the association, Preeti Nayyar, Senior Vice President - New Business Development & Brand Partnerships, Universal Music Group, said, “As we launch the second season of Royal Stag BoomBox, UMGB (Universal Music Group for Brands) is thrilled and honored to collaborate with Royal Stag for Royal Stag BoomBox, in partnership with GroupM - WAVEMAKER. As UMG for Brands, we are dedicated to shaping culture through music, artists, and experiences uniquely crafted for our partners. With this musical odyssey, our goal is to deliver a ground-breaking fusion of 'Melody meets Hip-Hop' featuring live festivals and original music, creating a unique experience for the fans.”

For many years, music has been a key consumer engagement pillar for the brand. Royal Stag BoomBox audaciously brings together two distinct genres of the music industry, the melody of Bollywood and the gully vibe of Hip-Hop, to create the original sound of today’s generation, the Generation Large. This is a tribe that tends to make rather than follow trends; a tribe that is in constant search of soul-touching experiences. Royal Stag BoomBox intends to stir the imagination of this generation, blending music they have inherited, Bollywood scores, with the genre that speaks to them, Hip Hop.

This cultural movement manifests itself in two unique, engaging formats:
  • The On-ground format: this format will travel to India’s biggest youth hubs –Indore, Jaipur and Pune offering marquee musical performances with interactive Phygital activations like insta-live sessions, art showcases, AR/VR installations, AI-based engagement, selfie-booths and more. Last year, the festival witnessed a footfall of over 50K across multiple cities generating 180 Mn+ digital views & 13 Mn+ social interactions.
  • The In-studio format: a unique musical concept featuring three original Melody x Hip Hop music tracks that will be released as singles and videos across platforms. The 4 original songs from season 1, Pehle Jaisi Baat Nahi Ftsaid. Dino James X Jasleen Royal, Hoodie Ft. Bali X Nikhita Gandhi, Mohabbat Ft. Amit Trivedi X SlowCheeta and Imtihaan Ft. EPR X Neeti Mohan garnered close to 70 Mn+ views across multiple OTT & audio platforms.

Stay tuned for Royal Stag BoomBox’s Original Soundtracks releasing later this year. 

About Royal Stag BoomBox

For many years, music has been a key consumer engagement pillar for the brand. Today, the youth tilts towards exploring exciting new forms of music. Contemporary genres such as hip-hop are becoming increasingly popular among the youth of the country, while Bollywood melodies remain integral to their cultural milieu. Royal Stag BoomBox intends to stir the imagination of this generation, blending music they have inherited, Bollywood scores, with the genre that speaks to them, Hip Hop. This mix will have the swag and emotional heft of Hindi cinema’s best compositions and the throbbing vibe and vigor of hip-hop.


About Royal Stag

Seagram’s Royal Stag is the flagship brand of Pernod Ricard India. Royal Stag has been a consistent star since launch, and a brand quite often credited to have changed the rules of the game. It is for the young, daring, confident, progressive, and inspiring individuals who embody self-belief. The brand has been inspiring the youth of India through its communication around the philosophy of “It’s Our Life. We Live It Large”.

About Pernod Ricard India

Pernod Ricard India (P) Ltd. is a fully owned subsidiary of Pernod Ricard SA and is a fast-growing multinational alcohol beverage company delivering quality products to its consumers across the country. With leading brands in each category, Pernod Ricard holds one of the most dynamic and premium portfolios in the industry led by Seagram’s whiskies such as Royal Stag, Royal Stag Barrel Select, Blenders Pride, Blenders Pride Reserve Collection, Imperial Blue, 100 Pipers and a wide range of International premium brands that include Chivas Regal, Ballantine’s, The Glenlivet, Royal Salute and Jameson Irish whiskey. Some of the eminent brands in white spirits category include ABSOLUT vodka, Jacob’s Creek and Campo Viejo wines, Martell cognac, Beefeater and Monkey 47 gin, Kahlúa and Malibu liqueurs, Mumm and Perrier-Jouët champagne. Pernod Ricard India is recognized as an industry leader with various recognitions and achievements that help the company deliver quality products to consumers. Seagram’s whiskies are exported to 28+ countries across the world. Pernod Ricard India is a socially responsible organization with a strong belief to strengthen corporate citizen by addressing social, economic and environmental sustainability in all key states.
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