House of McDowell’s Soda brought its signature event—Yaari Jam, India’s biggest branded live IP—to Kolkata, turning the city into a stage for music, memories, and pure Yaari. After making history with a mid-air jam session featuring KING and Karma at 36,000 feet, the brand has now landed in the cultural heart of Bengal with an electrifying on-ground concert.
The Kolkata leg featured a star-studded lineup including KING, Fossils, Sanam, and Bharg Kale, promising a night packed with friendship-fueled performances. The event is produced and promoted by TribeVibe Entertainment, which has partnered with House of McDowell’s Soda since the inception of Yaari Jam.
Kolkata, known for its vibrant youth and cultural depth, responded enthusiastically. Local fans, especially young music lovers, turned out in large numbers, reinforcing the city’s reputation as a hub for live entertainment and social celebration. The brand’s unique fusion of emotion, music, and community struck a strong chord with the city’s audience. With more editions planned across India, McDowell’s Soda Yaari Jam continues to evolve as a movement that brings together music and friendship in iconic fashion.