Seagram’s Royal Stag has formally launched the fourth edition of Royal Stag BoomBox – The Original Sound of Generation Large – with a high-impact opening at Aquatica Ground in Kolkata on February 21, marking the beginning of its four-city national rollout. The initiative reflects a structured brand leadership strategy centered on immersive, youth-driven engagement under its ‘Living It Large’ philosophy.
The Kolkata edition drew thousands of attendees, with the venue redesigned into a multi-sensory platform featuring vibrant installations, curated food experiences and interactive gaming zones. The evening commenced with a live gaming face-off led by Payal Dhare, reinforcing the event’s integration of digital culture with live entertainment. DJ Sahil Gulati set the tone with an energetic opening act, followed by rapper Dino James. Rock band Fossils delivered a powerful performance on home turf, while headliner Armaan Malik closed the night with a soulful showcase of chart-topping hits.
Artists highlighted the platform’s focus on cross-genre collaboration and audience connection. Following the Kolkata launch, Royal Stag BoomBox will expand to Vizag (March 7), Mumbai (March 21) and Mohali (March 28), demonstrating a calibrated multi-city growth strategy in India’s evolving experiential entertainment landscape.