Gurugram, 4th September 2026: Red FM has partnered with AUM Premium as the Hydration Partner for its flagship event, South Side Story. This year marks the 8th edition of the festival, which celebrates the rich culture of South India through music, food, art, literature, cinema and craft. The Delhi edition was held on August 29 and 30 at the KD Jadhav Indoor Stadium.
As the Hydration Partner, AUM Premium brought its natural Himalayan spring water to the 8th edition of South Side Story, becoming part of a vibrant celebration of South Indian music, food, art, literature and cinema. The two-day Delhi edition drew over 13,000 attendees, bringing together audiences across generations and geographies. Through curated hydration touchpoints across the festival, AUM Premium became part of the overall experience, providing attendees with a premium refreshment option throughout the celebration.
Speaking about the partnership, Jagriti Motwani, Founder & CEO, AUM Premium, said, “South Side Story is a wonderful celebration of South Indian culture and we were happy to be part of its 8th edition as the Hydration Partner. At AUM Premium, we believe in making natural Himalayan spring water accessible while encouraging people to be more mindful about everyday hydration. Being part of an experience that brought people together through music, culture and shared moments was a meaningful association for us.”
The Delhi edition featured artists including Thaikkudam Bridge, Shobana, The Raghu Dixit Project, Karthik, Baby Jean, Sooraj Santhosh, Arya Dhayal, Masala Coffee and Aksomaniac, among others. The festival expanded its presence Beyond Delhi and Mumbai with the Pune chapter organised on August 22 and the Bengaluru chapter scheduled for November 28.
The Delhi edition featured music, literature, cinema, food, art and craft with partners including Oxford Bookstores, Kunzum Bookstore, DC Books, Kerala Literature Festival and Indian Habitat Centre. Harley-Davidson, Hocco and AskSila joined the festival as the Title Partner, Presented By and Powered By partners, respectively, alongside a diverse partner ecosystem.
The association reinforces AUM Premium’s commitment to making mindful hydration part of experiences that bring together culture, community and conscious living.
AUM Premium, Bhagva Future Ventures brand, is India’s first mindful hydration Himalayan spring water brand, headquartered in Gurugram. Packaged in Himachal Pradesh and available in three SKUs, the brand is built on a simple belief that everyday hydration should begin with water that is genuinely pure and naturally good for you.
Sourced from high-altitude Himalayan springs, AUM Premium water originates from ancient glacial melt and is naturally filtered through layers of rock and earth. The result is water that is naturally enriched with essential minerals including calcium, magnesium, and potassium. As consumers increasingly prioritise health and cleaner consumption, AUM Premium can be a trusted choice for those who want better, more conscious hydration as part of their daily lives.
AUM Premium is available across 20,000+ pin codes in India via e-commerce platforms, including Amazon India, Blinkit, Shopify, as well as its direct-to-consumer website.
