National, January 13, 2026: Over the past few years, India’s live entertainment ecosystem has undergone a powerful transformation – from global festivals setting down roots in the country to sold-out stadium tours and immersive, multi-city experiences reshaping how audiences engage with music, art and performance. At the centre of this evolution is a parallel shift in brand behaviour: moving beyond traditional advertising to participate meaningfully in high-attention, live environments where youth culture thrives. Increasingly, brands are investing in marquee properties such as Lollapalooza India, recognising live events as high-impact, real-time touchpoints to connect with young, digitally savvy and high-spending audiences. As a result, live experiences have become a core pillar of the marketing mix offering like-minded brands across sectors a powerful way to build relevance, salience and long-term brand love through entertainment, now central to today’s consumer ecosystem.
At the heart of this evolution, Lollapalooza India has consistently demonstrated how a strong, values-driven synergy between a global music festival and its brand partners can bring the ethos of live culture to life in meaningful ways. The festival has emerged as a powerful cultural canvas where thoughtfully integrated brands don’t just show up, but actively contribute to the spirit of creativity, inclusivity and discovery that Lollapalooza stands for. Insights from a Live Nation survey conducted among Lollapalooza India 2025 attendees reveal that brand participation played a pivotal role in shaping overall festival satisfaction. Nearly 70% of festivalgoers engaged with one or more brands over the weekend, with these interactions closely linked to higher enjoyment levels. Fans gravitated towards brands that brought them closer to the music through immersive, interactive zones and well-curated, relevant giveaways. This deeper engagement translated into tangible value for partners, with the festival recording a remarkable 114% uplift in brand love, as brands earned praise for seamlessly aligning with the Lollapalooza ethos while enhancing the on-ground experience for fans.
This year, a diverse roster of brands across fashion, F&B, payments, travel, wellness, beauty and technology have embraced this philosophy at Lollapalooza India 2026 each interpreting the festival’s cultural pulse through their own lens. This includes leading global and homegrown brands including H&M, Budweiser 0.0, Johnnie Walker Refreshing Mixer Non-Alcoholic, RuPay, Airbnb, Liquid I.V., Google Search, Nivea, Vedica, Lenovo, curating integrated, immersive experiences and unforgettable moments that resonate deeply with the festival’s audience.
H&M has launched its official Lollapalooza India 2026 merchandise collection, marking the brand’s second year as the festival sponsor and reinforcing its growing engagement with music and culture. As H&M continues to explore the intersection of fashion, sound and self-expression, the limited-edition drop channels the energy of live music through bold graphics, vibrant colors and relaxed, festival-ready silhouettes across women’s and men’s capsules. The women’s range includes graphic merchandise tees, while the men’s edit offers refreshed graphic tees alongside essentials such as caps and tote bags – available online and at select H&M stores across India.
Budweiser 0.0 is back at Lollapalooza India 2026 as the force behind the festival’s main stage, the Budweiser BudX Stage. Fans can dive into the Bud & Burgers, the iconic Ferris Wheel, Budweiser Brew District which has a dedicated viewing deck, tattoo and hairstyling stations, arcade arenas and immersive experiences. This year also sees the scale-up of Budweiser’s Bud Fan Pass, unlocking fan-first access including dedicated lanes, best views to BudX stage from Brew District, Backstage tour, fast lane access to Ferris Wheel and exclusive beer offers and more. As always with Budweiser, there’s a surprise moment in store at Lollapalooza India. No spoilers, just a promise of something legendary for fans.
Johnnie Walker brings its latest launch to Lollapalooza India – the Johnnie Walker Blonde Non-Alcoholic Lemonade – expanding its portfolio to meet evolving consumer preferences. The launch reinforces the brand’s commitment to innovation and inclusivity, inviting more consumers to be part of the celebration. At the festival, Johnnie Walker brings its trademark experiential playbook to life through immersive brand moments – from Johnnie Walker Blonde Bars fronting refreshing, flavour-led serves to The Blonde Social Club by Johnnie Walker, an interactive engagement zone where festival-goers can hang out, play, personalise merch and soak in high-energy vibes rooted in flavour, its versatility in mixes and championing self-expression. The Perry’s x Keep Walking Stage further strengthens the brand’s connection with music, bringing fans closer to live performances. Extending beyond the festival grounds, the brand amplifies its presence through collaborations with tastemakers and creators across music and culture. Across every touchpoint, Johnnie Walker’s iconic Keep Walking philosophy continues to shine – celebrating progress, creativity and personal choice through great music, immersive experiences and elevated liquid stories.
At Lollapalooza India 2026, RuPay enhances the festival experience with the introduction of RuPay Amplified Access, unlocking exclusive vouchers for must-have Lolla experiences from official merchandise and signature cocktails to select secret dishes curated for festival-goers alongside VIP privileges such as access to an exclusive shaded experience zone and fan pit entry. Building on this, Lolla Comfort by RuPay continues to deliver elevated concert experiences that have strongly resonated with audiences, reinforcing RuPay’s commitment to evolving alongside fan expectations while adding a new layer of immersion, comfort and inclusivity to the festival.
As part of its first-ever global live music partnership, Airbnb is introducing one-of-a-kind Experiences that bring guests closer to the music they love at Lollapalooza India 2026. This marks an exciting new chapter for Airbnb in India and reinforces its commitment to connecting people through travel, culture, and creativity. Designed to offer access far beyond the main stage, the Experiences include backstage tours, intimate artist interactions, and behind-the-scenes journeys hosted by a Lollapalooza India Insider. Highlights range from joining Ankur Tewari and his entourage, to stepping behind the stage with OAFF and Savera, as well as an exclusive BTS tour led by Raashi Sanghvi. Each Experience offers an intimate and unforgettable window into one of India’s most anticipated music festivals.
Liquid I.V. brings hydration to the heart of the festival with a playful, high-energy on-ground experience designed to keep the momentum going by curating a line of vibrant coolers. The brand becomes the perfect refuel moment between the madness and the music inviting festivalgoers to pause, recharge and jump right back into the action. With clean, uncaffeinated energy powered by electrolytes, Liquid I.V. keeps things light, refreshing and effortlessly festival-led. Because this year, it’s simple: Stay Hydrated, Stay Fueled.
Google Search is bringing the magic of AI Mode to life through an immersive, high-energy installation. At the heart of the experience is a custom-designed, multi-sensory centerpiece that serves as a powerful metaphor for a new way to search. As fans engage with the space across the festival grounds, they are invited to discover how they can Search Like Never Before.
Nivea is set to elevate the festival experience by seamlessly blending music with moments of thoughtful self-care. Festival-goers can look forward to delightful pockets of surprise at the festival, designed to spark playful interactions, create photo-worthy memories and offer a refreshing pause between sets. Expect engaging touchpoints that feel fun, effortless and rewarding, with popular community creators dropping in to add to the buzz. Rooted in everyday essentials like sun protection and lip care, Nivea’s on-ground presence is perfectly tailored for a sun-soaked, outdoor music festival making it a stop that feels both exciting and worth it.
Staying true to Lollapalooza India’s commitment to keeping festival goers refreshed through the day, Vedica Himalayan Spring Water comes on board as a partner since the festival’s inception in India, introducing elevated touchpoints through thoughtfully designed water carts and a striking visual activation featuring helium balloons floating overhead in Vedica’s signature blue- painting the festival grounds with the message #FullOfAltitude. Complementing this, Bisleri provides free hydration stations across the festival grounds, ensuring easy access to drinking water for all attendees. Alongside this, Bisleri reinforces its larger purpose through its Bisleri Bottles for Change initiative, encouraging responsible plastic waste collection and recycling- ensuring that while audiences stay hydrated, the festival footprint stays mindful too.
Lenovo Yoga and Intel are bringing something unique and unforgettable to the festival floor – an Ai driven, immersive House Party where technology, creativity, and self‑expression collide. Step inside and you’ll discover unexpected experiences designed – that let you shape the vibe, create something uniquely yours, and see it come to life in ways you wouldn’t imagine. From interactive moments that blend taste and mood, to spaces where ideas transform into tangible creations, every corner of this house is built to surprise. And at its heart, a living room that turns your clicks, doodles, and beats into part of a larger creative community. This isn’t just a party – it’s an invitation to play, experiment and leave your mark on the future of creation using AI.
Together, these partnerships reflect a broader industry truth: today’s most effective brand engagements are built on participation, not presence. As live entertainment continues to cement its place at the centre of youth culture in India, platforms like Lollapalooza India are proving that when brands align with culture rather than interrupt it, they don’t just earn attention, they earn affinity.
Scheduled on January 24th and 25th, Lollapalooza India 2026 will once again transform the iconic Mahalaxmi Race Course, Mumbai into a captivating haven for all music enthusiasts, showcasing an eclectic line-up of 40+ renowned artists from around the globe across a two-day extravaganza.
Fans and members of #LollaSquad can stay updated on the latest action about Lollapalooza India by visiting lollaindia.com and on social media:
- Facebook: @lollaindia
- Twitter: @LollaIndia
- Instagram: @lollaindia
- YouTube: Lollapalooza India
