MUMBAI: The happiest music festival Bacardí Nh7 Weekender 2016 came to a close with a record 60,000 music lovers visiting the brand new venue Life Republic in Pune over three days (2-4 December 2016).
The festival in its seventh year, pulled gigantic crowds for performances by over 50 artists and the incredible music combined with dazzling visuals at all five stages gave the fans a festival experience to keep in mind.
The 2016 edition also the launch of the official Bacardí Nh7 Weekender app (Android and iOS? ) to keep fans updated on all the information they needed, from the schedule to emergency information and more. It was all good, just one glitch we noticed while The Ganesh Talkies’s set (Day 3). On the app?,? it was mentioned The Ganesh Talkies were about to perform at 6.20pm, but they actually performed at 5.40pm according to the brochure which was distributed there at the box-office. This made little disorder ?f ?or ?the fans? (including me)? who got confused and actually missed their set.
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In addition, channel V teamed up with Nh7 Weekender this year for the first time. Talking about this brand association with NH7, a Star India spokesperson said, “We get visibility at the music festival to engage with audiences and presence in all communication as media partner while we reciprocate with promoting the Nh7 Weekender on Channel V.
When we asked the rationale behind the association, Star India spokesperson stated,”Channel V has a strong brand resonance synonymous with music and connect with the youth. We are always open to participation with the music festivals to tap into young audiences. It also gives us opportunity to engage with our audiences on ground. With our recent new look and programming, the NH7 Weekender music festival is a perfect brand fit for us.”
We spoke to Tulika Yadav from OML about the brands association and she stated, “Hotstar solved a big pain point for fans at the festival by creating Wifi zones for fans to use. Fans live on social; and this will get the brand additional brownie points! And with With Channel V’s rebranding earlier this year, Bacardi NH7 Weekender is the perfect place to deliver the brand’s new messaging to the urban youth. They’re setting up a space at the festival with fun activities and content for fans.”
Radioandmusic.com wanted to know where does OML see this brand association reaching in terms of the association with HotStar and Channel V?
Tulika explained that more than one time partnerships, OML is aiming to have brand relationships that sustain over the next several years of the festival, similar to their relationship with Bacardi – the longest running association in music festivals history in India.
“We hope to explore exciting new things both, Channel V and Hotstar, can bring for festival fans, and be remembered for it,” stated she.
