Seagram’s Royal Stag BoomBox returns for its third edition, blending Bollywood’s iconic melodies with contemporary hip-hop beats. With this season being produced by Mirchi, the immersive music festival showcased its upcoming lineup at an exclusive media preview in Mumbai on January 14th, 2025. This unique cultural fusion continues to redefine the intersection of traditional and modern Indian music, embodying the brand’s ‘Living it Large’ philosophy.
Music has been a key consumer engagement pillar for the brand. Royal Stag BoomBox audaciously brings together Bollywood’s timeless melodies with hip-hop’s raw energy, creating the original sound of today’s generation, Generation Large. The festival’s unique format creates a distinct sound that resonates with today’s youth – a tribe that makes rather than follows trends.
The festival will tour across four major youth centers – Hyderabad, Mumbai, Gurugram and Guwahati – featuring headline musical acts alongside cutting-edge interactive experiences. Kartik Mohindra, Chief Marketing Officer and Head of Global Business Development at Pernod Ricard India said, “The universal language of music, especially in live experiences, has this remarkable power to unite people and create moments of pure magic. Royal Stag continues to celebrate music as its key youth passion pillar.”Ajay Gupte, CEO-South Asia, Wavemaker said, “Royal Stag has always championed music as a core passion point for today’s youth.”