HT Bureau
GUWAHATI, Feb 14: BMW Group India has unveiled plans for the second edition of its JOYTOWN festival, promising an exhilarating blend of driving thrills, electrifying music, culinary delights, and unparalleled fun.
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Scheduled to take place on April 12-13, 2024, at Mahalaxmi Racecourse, Mumbai, the festival aims to provide an immersive brand experience for enthusiasts and fans. Vikram Pawah, President, BMW Group India, expressed enthusiasm about the upcoming event, emphasizing its unique fusion of driving excitement and musical entertainment.
JOYTOWN, according to Pawah, reflects the ethos of BMW, MINI, and BMW Motorrad, offering a platform where automotive innovation meets the pulsating rhythms of renowned musicians. The festival will showcase an array of BMW, MINI, and BMW Motorrad vehicles, providing attendees with the opportunity to experience their power and agility firsthand.
Expert demonstrations on a specially designed track will highlight the capabilities of BMW xDrive technology. A live performance stage will feature globally acclaimed artists, including American electronic DJ duo The Chainsmokers and popular singer-songwriter Diljit Dosanjh, alongside other prominent acts spanning various musical genres. Curated by BookMyShow Live, the festival’s lineup promises to captivate audiophiles and music enthusiasts alike. Early bird tickets are available exclusively on BookMyShow, starting at INR 3999, with free entry for children under 10 years of age.
The BMW zone will showcase the brand’s entire product range, including dedicated display areas such as the city circuit, adventure trail, adrenaline alley, and BMW electric zone. The MINI zone will highlight the brand’s progressive ethos, featuring iconic models like the MINI Countryman and the MINI 3-door Hatch. Meanwhile, the BMW Motorrad zone will offer a comprehensive showcase of motorcycles, along with live entertainment, accessories, and a barbecue Beer Garden, embodying the brand’s “Make Life a Ride” manifesto. Patrons can also partake in driving experiences, lifestyle collections, and gastronomical delights, making JOYTOWN a multifaceted event catering to diverse interests.
