JetSynthesys, a digital entertainment and technology company, has announced the launch of JetAlive, a new vertical dedicated to delivering next-generation phygital live experiences.
The company has appointed Kumar Razdan, a seasoned industry expert with over two decades of experience at BookMyShow and Nesco, to lead the initiative.
JetAlive aims to redefine live engagement by seamlessly blending physical and digital formats to cater to evolving entertainment preferences, particularly among Gen Z audiences. Razdan will oversee the vertical’s strategic development, with a focus on curating meaningful experiences that integrate culture, technology, and community.
“As entertainment habits shift, JetAlive represents a natural evolution of JetSynthesys’ vision to build ecosystems where young audiences are not just consumers but active participants,” the company said in a statement.
Moving beyond traditional event formats, JetAlive will curate a broad range of immersive, live-first experiences. These will include culture festivals, edutainment platforms, tech showcases, and large-scale gatherings, all designed to foster emotional connections and deeper audience involvement.
The debut lineup includes:
- Lucky Ali India Tour – A unique musical journey that reimagines the concert experience.
- K-Town – A vibrant cultural celebration of Korean music, fashion, and fandom.
- JetFest – An interactive festival that fuses gaming, technology, and lifestyle.
Speaking about the launch, Rajan Navani, Founder and CEO of JetSynthesys, said:
“At JetSynthesys, we have always focused on being where culture, community, and technology intersect. JetAlive is a natural extension of that vision—giving today’s audiences new ways to engage, express, and connect. In an era where experiences matter more than ever, JetAlive will bring our digital leadership into the physical realm through bold, interactive formats that resonate with GenZ’s spirit.”
Kumar Razdan, Head of JetAlive, added: “Live experiences in India are undergoing a radical shift. Today’s audiences are looking for more immersive, tech-enabled, and participatory formats. With JetAlive, we aim to lead this transformation by crafting moments that blend storytelling, innovation, and real-world connections. I’m excited to shape this future with JetSynthesys—a brand that deeply understands the pulse of tomorrow.”
JetAlive’s rollout across major cities will be supported by collaborations with ticketing platforms, loyalty programs, and integrated membership models. Closely tied to the broader JetSynthesys ecosystem, JetAlive will serve as the experiential gateway, offering fans new and dynamic ways to engage with the brand across gaming, esports, music, lifestyle, and beyond.
