After putting Punjab on the global stage of music and raising the bar higher with each passing tour, not only Indians but Indian brandland too has come together in a never-seen-before way to celebrate the Punjabi singer-turned-global sensation Diljit Dosanjh’s arrival in the country for his much awaited Dil-Luminati tour.
The brands that passed the vibe check for ‘Panjabi Aa Gaye Oye’ in Delhi via their marketing efforts included Lemonn, Jeevansaathi.com, Levi’s, OYO, mokobara, Wok Tok, Durex and more and unlike any other advertising initiatives for concerts, this time brands formed a united front not just by picking up lines from the artist’s iconic songs and posting them on social media but stepped up their game by making judicious investments in in-concert integrations, outdoor hoardings and more.
Here are a couple of examples to better explain how brands passed the vibe check just as seamlessly as G.O.A.T’s singer- Dosanjhanwala’s Lalalala La Lalala got entrenched in the audience’s minds:
Levi’s India
Taking its legendary connection with music up a notch, Levi’s India came up with a limited yet exclusive tour merchandise collection drop with Dosanjh, just in time for his much-anticipated Dil-Luminati India Tour 2024.
This merch drop comes in the wake of how the concept of fan merchandise has always been a powerful tool for self-expression, uniting fans and allowing them to connect with their favourite artists in meaningful ways.
Hence, the exclusive merch drop which includes apparels ranging from graphic tees and hoodies to sweatshirts and trucker jackets, all packed with the ‘Lover’ artist’s signature style is aimed at building an enduring legacy and presence of the brand at the crossroads of music and fashion with Levi’s Apparels featuring his famous catchphrases and iconic lyrics from hits in the front and center.
That being said, the collection is also inspired by Dosanjh’s electric live performances and album art, with the designs popping with bold, vibrant prints and unique washes, capturing all the energy and style he’s known for.
mokobara
As Dosanjh arrived in India, it was only logical for brands who have him as their brand ambassador to come up with something that not only adds up to the association but really comes across as culturally ‘cool’ given that Dosanjh lives up to the cool-ness quotient globally.
Checking all the boxes from this perspective was one of India’s leading travel luggage brands- mokobara which not just collaborated with the artist on a superficial level but established itself as a collaboration like no other as mokobara became Dosanjh’s go-to and seen everywhere from backstage at The Tonight Show Starring Jimmy Fallon to the electrifying stages of his Dil-luminati world tour.
Founded in January 2020, Mokobara has been making waves in the travel and lifestyle industry from day zero owing to its synonymy with elevating the joy of travel via its modern and design-driven luggage, backpacks, totes and accessories, which not only caught the eyes of public but carried the brand straight into Bollywood, where it caught the eye of Dosanjh on the set of Crew and later ended up in the artist becoming the face of the brand with the stepping in of UNIV Sportatech’s Abhishek Issar.
At the Delhi concert of the artist, mokobara luggage featured on centrestage quite prominently as Dosanjh made Dosanjhanwala’s groove to his tunes.
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Giving a prelude to this association, the artist said, “Big love for Mokobara. While shooting Naina on the set of Crew, we found this really cool way to bring Mokobara into the scene. We were already using their bags while filming, and we absolutely loved their design and colours. We ended up with a music video that looked like magic, and I wanted to bring that same vibe to the Dil-luminati tour. Mokobara’s got crazy energy, and I’m excited to bring it to the stage.”
To this, Sangeet Agrawal, Founder, mokobara, added, “No one is doing it like Diljit, on a global stage. From electric sets to iconic fashion, he’s got it all, and we absolutely love being a part of that journey. To see our luggage seamlessly integrated into his tour is something the world has never seen before. It’s fresh, exciting, and perfectly captures what Mokobara is all about: movement and magic.”
Zomato
Driving excitement for the highly-anticipated tour with a unique nationwide campaign next up was Zomato, the parent company of Zomato Live, via its delivery partner activation wherein the food aggregator’s delivery partners donned exclusive merchandise featuring iconic phrases of Dosanjh and lyrics from his hit songs.
Not only this, their custom t-shirts emblazoned with ‘Diljit Crew’ and ‘Punjabi aagaye, oye’ to delivery bags showcasing lyrics like ‘tera ni mai, tera ni ma.. order’ and ‘this box is delivering.. Jatt da pyaar’, all of which spread the tour’s infectious energy across the country with each food order arriving at consumers’ doors with an extra dose of Dosanjhwala.
Lemonn
Known for its quirky marketing initiatives which often end up making headlines by gauging audience interest all the more with each passing campaign, it was Lemonn’s mascot who stole the limelight by dancing on the centrestage at G.O.A.T singer’s one of the most iconic song- Lemonade at Dil-Luminati India Tour 2024.
That being said, upon checking Lemonn Man’s Instagram handle, what immediately gauged Marketing Mind’s attention even more than the reel showcase was the mascot’s bio- “Announcing my Lemonn-ati India tour soon” as Lemonn Man made his debut on both the days at Dil-Luminate Tour India 2024 already!
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Jeevansaathi.com
Apart from the in-concert integrations that made way at Dil-Luminati Tour 2024 was Jeevansaathi.com’s innovative marketing initiative which leveraged the element of branding in one of the quirkiest ways possible- distributing free water bottles for singles.
OYO Rooms
Similar to Jeevansaathi’s marketing initiative, OYO Rooms also queued up to catch the concert goers eyeballs with strategically placed outdoor hoarding outside Delhi’s JLN Stadium with a quirky body copy which called all Diljit fans who needed a place to crash after vibing to his tunes!
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Durex India
Similar to OYO’s strategic move, Durex India also passed the vibe check by announcing its Delay-Minati Tour via outdoor hoardings.
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