Here's How Brands Engaged Fans During Diljit Dosanjh's Dil-Luminati Tour
by EVENTFAQS Bureau Entertainment | October 29, 2024 | News
Diljit Dosanjh Dil-Luminati Tour Saregama Zomato Live
Diljit Dosanjh’s Dil-Luminati Tour took place at Delhi’s Jawaharlal Nehru Stadium on October 26, attracting a diverse audience. Curated by Saregama and with ticketing handled by Zomato Live, the concert not only featured Diljit’s performances but also provided brands with the chance to connect with fans in a practical way. Companies from various sectors, including travel, fashion, and food delivery, engaged concert-goers through thoughtful integrations of their products and services. Here's how these brands effectively utilized the event to foster connections with attendees.
1. Mokobara
Mokobara, a luggage brand joined forces with Diljit for the tour. The brand showcased its products directly on stage, leveraging the concert’s travel theme to reinforce its place in the D2C travel sector. This collaboration isn’t new; Mokobara previously partnered with Diljit for the film Crew, allowing a consistent, organic narrative to unfold across projects and strengthen brand identity.
2. Lemonn
Investment app Lemonn brought a playful twist to Diljit’s performance of "Lemonade" with a giant lemon mascot that joined the singer on stage. This lighthearted integration injected some humor into the show, making it memorable for fans and generating a fun brand recall. Lemonn's “Lemon Man” proved effective in highlighting the app’s quirky personality while fitting seamlessly into the concert’s vibe.
3. Jeevansathi.com
In a novel approach, matrimonial platform Jeevansathi.com connected with the tour’s youthful crowd by distributing water bottles to single attendees. This practical yet engaging strategy not only aligned with the brand’s mission but also provided a useful takeaway for concert-goers. The move was subtle, with no over-the-top branding, keeping the focus on a lighthearted engagement with the audience.
4. Levi's
Levi's amplified its connection with fans by launching exclusive Diljit merchandise on October 15, just in time for the tour. The collection featured bold prints and signature denim washes, capturing the spirit of Diljit’s performances. Levi’s also offered fans the option to customize their merchandise with special edition pins and patches at their Tailorshops, enhancing the personalized experience and building brand loyalty among Diljit’s fanbase.
5. OYO
OYO joined the concert scene with a humorous ad campaign inspired by one of Diljit’s popular songs, “Naina.” The campaign used wordplay—“Naina Da Kehna, Ni Assi Tere, Nearby Hi Toh Rehna Hi”—to emphasize OYO’s convenience and proximity, with discounts of up to 70%. By aligning their tagline with Diljit’s music, OYO connected its services with the tour, making it memorable for concert attendees and reinforcing brand recognition.
6. Zomato
The food delivery platform Zomato took its brand beyond food with Zomato Live, a feature that enables users to discover live events. Zomato promoted ticket booking for the Dil-Luminati Tour on its platform, bridging the gap between dining and entertainment. Fans were able to book tickets through the Zomato app, tying the brand to live experiences. Zomato CEO Deepinder Goyal even attended the concert, showing personal enthusiasm that resonated with fans.
The Dil-Luminati Tour offered these brands an opportunity to engage directly with fans in memorable ways, merging their brand stories with the energy of Diljit’s performances.
Curated by Saregama and with ticketing handled by Zomato Live, the concert not only featured Diljit’s performances but also provided brands with the chance to connect with fans in a practical way.