TOAST Events brought a special vibe for Budweiser India at first ever Lollapalooza in Mumbai

by  EVENTFAQS Bureau Entertainment | April 5, 2023 | News

Toast Events Budweiser India Lollapalooza

TOAST Events made its mark at the inaugural edition of Lollapalooza Mumbai through the brand experiences it created for Budweiser India, the presenting sponsors for the festival.  Keeping Mumbai and its diversity at the centre of the concept and execution, TOAST brought alive the magic of Mumbai transport converted into Experience zones and Budweiser Bars as key touch points through the event along with a key visual that celebrated the brand and the city.

The key visual celebrated the diversity of Mumbai through its people, transport and culture seamlessly integrated with the iconic Lollapalooza visual identity. The visual was a representation of how deeply the brand has integrated with local music and culture over the last few years and was seen across multiple touchpoints from pre-festival content, Bud centric festival cups and festival kits, experience zones and Bud Bars.

The Bud District: A two storey zone that paid tribute to the lifeline of Mumbai’s transport system – our local trains. The ground level of the zone was a complete train station with an actual life-size train compartment (The BUD express) which acted as a content creation and chill zone for the audience. This zone also hosted a long bar for consumers to get their Bud refills, a hair braiding station for festival-goers to get the look on point. The second storey was used as a viewing deck for fans of the brand, influencers and consumers, an added space to give a grand experience of all the performances taking place on the Bud Stage.

The Bud BEST Bus Bars: Keeping in line with the concept of using Mumbai’s transport system, TOAST converted a double decker bus into a Budweiser Bar, resplendent with the stunning key visual created for the event. The lower level of the bus served as a bar, and the upper level was converted into a viewing deck, giving customers yet another vantage point to see the festival. This Bud bar also became quite an opportunity for consumers to create content for their social media.

Along with the two main attractions the team even executed two other bars one being at the VIP lounge and the other one near the JW stage to serve people better. Apart from the experiences at the festival the team executed owned the festival by designing glasses that were used throughout for two days at the festival.

Adrian Sequeira, Creative Head, TOAST Events said, “Lollapalooza Mumbai was a dream to work at for all of us at Toast. Budweiser's association with Lollapalooza goes back more than 3 decades globally and each festival sees the brand show up with all its might. Our job was clear - Show up and dominate the festival and set it apart not only from activations of other brands at Lolla Mumbai but what Budweiser has done in the past both locally and globally and that's what we did, and we made Mumbai’s local transport system the hero of it all. A true-blue expression of the diversity and culture that Budweiser stands for globally, but this time with an Indian flavour to it. It was a thrill to see the whole piece come together – right from the ideas to renders to reality.”

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