Seagram’s Royal Stag is set to ignite the music scene once again with the highly anticipated second edition of Royal Stag BoomBox. Following the resounding success of its inaugural run, the festival promises to deliver the “Original Sound of Generation Large,” celebrating the fusion of Bollywood melodies and hip-hop beats. An eclectic lineup of renowned artists including Badshah, Armaan Malik, Nikhita Gandhi, Neeti Mohan, Dee MC, Ikka, Dino James, and DJ Ali Merchant will headline the event, slated to be a musical extravaganza like no other.
The preview event held in Mumbai on February 7th provided a glimpse into what attendees can expect from this year’s edition. With a focus on the theme of ‘Living it Large,’ Royal Stag BoomBox aims to unite music enthusiasts from diverse backgrounds under one roof. Kartik Mohindra, CMO of Pernod Ricard India, expressed excitement about the festival’s return, highlighting music as a key pillar of the brand’s youth engagement strategy. Mohindra stated, “Royal Stag BoomBox exemplifies the brand philosophy of living it large, blending the melodies of Bollywood with the pulsating beats of hip-hop.”
The festival will feature two engaging formats: an on-ground experience traveling to youth hubs in Bhubaneswar, Indore, Jaipur, and Pune, and an in-studio concept releasing original Melody x Hip Hop tracks. Last year’s event drew over 50,000 attendees across multiple cities, generating significant digital engagement. Ajay Gupte, CEO-South Asia of Wavemaker, emphasized the cultural significance of Royal Stag BoomBox, describing it as more than just a musical festival but a movement embodying the brand’s ‘Living It Large’ spirit. Collaborating partners, including Universal Music Group and GroupM – WAVEMAKER, expressed their enthusiasm for the festival’s second season, promising a groundbreaking fusion of music genres and live experiences.