Sunburn brings Nicky Romero and Avicii to India

by EVENTFAQS Bureau | Marketing | December 3, 2013 | News

Avicii will perform at Mahaxlami Racecourse in Mumbai, before going to Neo Town in Bangalore and culminating his tour with Buddh International Circuit in Noida. While this was Romero's first time in India, Avicii's first trip to India was under the first ever Sunburn Arena held in December 2011. Avicii also had to cancel out in April 2013 just before his impending tour of India was about to take place, due to ill health.

Romero's gig was opened by DJs Whosane, Anastasia, Lost Stories and Anish Sood whereas Avicii's opening act will feature fellow Swedish act Otto Knows. The presenting sponsor for Sunburn Season 7 is Hero Motocorp, the associate sponsor for Romero was Budweiser whereas the associate sponsors for Avicii are Kingfisher and Smirnoff.

At Romero's gig, exclusive activities were conducted on the digital platform as well as on-ground activations. This apart, the brands also showcased and presented themselves during the event. Hero setup a photo-op for the fans to come and capture their moments with the Hero Impulse. Budweiser setup a live Twitter wall and gratified people who tweeted using #Budtimes, #RomeroS7 and #SunburnArena. These sponsors are a part of every communication promoted by Sunburn.

The gigs are promoted through digital and social media like Facebook, Twitter, Google+, Instagram, Youtube (through interactive posts, event pages, videos, contests, geo-tagging); ATL (print, radio, hoardings, posters, tent cards, advertorials); strategic partnerships (partnering with promoters, cafés and restaurants); brand integration and pre-parties.

Speaking about Sunburn Arena, Shailendra Singh, Joint Managing Director, Percept Ltd., said: "We recognize that India has an increasing taste for the EDM culture and with Sunburn Arena we always look to satisfy their taste buds. By successfully celebrating Asia's largest EDM festival with Nicky Romero, we have taken the notch up higher on brand Sunburn. We thank all our followers for being the immense pillar of support that they are!"

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