Variety

Several mega brands back Coldplay for greater good

Bindu D Menon Mumbai | Updated on January 15, 2018 Published on November 14, 2016

bl15_bp_COLDPLAY

Event aims to urge youth to resolve global challenges defined by the UN

In spite of political opposition to the Global Citizen Festival, India’s upcoming mega event here, brands seems to be reposing their faith in this live event which will see British band Coldplay perform on the Indian soil for the first time.

Several brands are creating the right noise to attract young audiences to the one-day event which will commences on 19th November. Brands like Viacom18, MakeMyTrip, Spykar are among those who are putting their might behind the event.

Travel firm MakeMyTrip is the official travel partner. It has partnered with Jann Projects Pvt Ltd, organisers of the GCFI for the same.

Others like Spykar which has come on board as the associate sponsor says event will be platform to connect with the youth. “Youth nowadays are close to social issues and this helps us in reaching out to our core target audience,” Sanjay Vakharia, COO, Spykar Lifestyle told Business Line. This is the second mega such association for Spykar after it associated with IPL in the last season.

GCFI is a one-day festival which serves as a tool to raise awareness and drive engagement; mobilizing people to get involved and act towards resolving global challenges outlined by the United Nations at a local level. Coldplay’s lead singer Chris Martin was signed on last year as the curator of Global Citizen’s music festivals for 15 years.

Bhavya Bishnoi, spokesperson, Global Citizen India said, “The response to our event is overwhelming from event partners. Our ticket contest had received response from 14 million unique visitors. Besides it is heartening to see corporates come forward to support a social cause.”

GCFI’s tickets are selling anywhere between ₹5,000 and ₹4 lakh as per market estimates.

The tickets are earned through actions by first signing up on the websites. Participants can earn rewards with various actions. The contest required 26 actions to gain entry.

The actions are tracked through the Global Citizen online platform and mobile app. Once a participant takes an action, for example signing a petition, the points are registered to their Global Citizen profile. Through the mobile app, we are able to track, with the same technology, when a participant makes a call to their representative’s office.

Free tickets

Bishnoi said that 80 per cent of its tickets were free and only 20 per cent were sold. While Bishnoi did not specify the amount raised either through ticketing or sponsorships, he said GCI is already mulling to take the festival to other cities seeing the response from corporate stakeholders. “Every metro city has a potential even though it is still difficult to monetise from the event”.

Interestingly, the first two phases in which the ticket sales for the Global Citizen Festival India 2016 were opened for online booking are now sold out.

Online ticketing firm BookMyShow had in September which had opened its ticket counter to the public with the limited tickets priced at ₹5000 each too said that the tickets were sold out in few hours.

Hitesh Gosain, Founder and CEO, Onspon said, “Globally entertainment and sports account for the highest sponsorships. A high velocity music event typically can attract sponsorships anywhere between ₹5 and ₹15 crore.”

Published on November 14, 2016
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