This is an annual property conceptualized and managed by Phase 1 with Kingfisher Strong coming on-board as the title sponsor. This property is proposed to continue for four seasons atleast, with this year's edition being ‘Kingfisher Strong Indi Beats Season 2'. This initiative caters to the musical interests of the populace of tier 2 cities, which are also large markets for the Kingfisher Strong.
The first season of Kingfisher Strong Indi Beats Season 1 took place in three emerging markets -Sholapur, Aurangabad and Nagpur - featuring pop artist Neha Basin, who performed songs from her album ‘Tabaah'. The event, which was by-invite only, saw a turnout of an average of 4,300 people per city.
In its second edition, the featured performer is KK. The first event, which began with a press meet, took place on June 9 at Motimahal Lawns, Lucknow, and was attended by 3,000 people. Tickets to the event were given out on the purchase of pints of Kingfisher Strong - thus marketing the brand and the concert. A contest was also organised which gave the winners a chance to meet KK in person.
Commenting on the event in Lucknow, Hifzur Rahman, Marketing Head, Phase 1 said: "KK is a fantastic performer, but what was even more mesmerizing was how music as a thread can weave us together. It was an absolute delight watching the crowds devour KK's music and enjoy every moment of this concert. Their enjoyment was testimony that we were able to bring to them what they hoped for and for this, we must thank Kingfisher Strong, the title sponsors, for making it happen."
As part of season two, the property will also travel to Chandigarh on June 17 and Jaipur on June 23. Seasons three and four will be held in the south and east respectively.