HT Bureau
GUWAHATI, March 2: Seagram’s Royal Stag launched a new Intellectual Property (IP) Royal Stag Boombox, a first-of-its-kind musical experience. In an exclusive preview in Mumbai on February 27 the brand revealed a glimpse of Royal Stag Boombox that audaciously brings together opposites of the music industry, the melody of Bollywood and the gully vibe of Hip-Hop, to make original music, to create a new soundscape.
Commenting on the unveiling, Kartik Mohindra, CMO, of Pernod Ricard India, said, “Music and experience bring people together like nothing else and are natural enablers of conviviality. Royal Stag has always strived to pulse with the passion points of the youth of this country and Royal Stag Boombox is the perfect platform for the brand to connect with tomorrow’s India. Royal Stag Boombox is a direct extension of the Royal Stag philosophy of ‘Living it Large,’ while offering a unique opportunity of coming together and enjoy new experiences. It has created a new soundscape by blending two exciting genres, hip-hop, and melody; this might just become the new rhythm of young India!”
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Ajay Gupte, CEO – of South Asia, Wavemaker added, “Royal Stag has always positioned itself as a youth brand and with Royal Stag Boombox – a unique and engaging musical experience designed for the young consumer, we are taking it a step further. This is yet another innovative collaboration between Wavemaker and Pernod Ricard in the area of music and entertainment. We are confident that Royal Stag Boombox will appeal to the music lovers of the country and will be a huge success.”
Music composer and singer, Amit Trivedi while sharing his thoughts commented, “Youngsters of India love to explore new forms of music. I am thrilled to be a part of Royal Stag Boombox and this unique mix of the melody of Bollywood and the vibe of Hip Hop to offer fresh new sounds to the audience.”
Singer-songwriter Armaan Malik added, “Music is no less than therapy in the right moments; it moves people and brings them together unlike anything else. I am glad to be part of Royal Stag Boombox, a music festival specially curated to spread love and joy through the medium of live music.”
