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New Delhi, 9th February 2024: PayU, India’s leading payment solutions provider, today announces it has successfully migrated its credit service, LazyPay, to Thought Machine’s cloud-native core banking platform, Vault Core, and is now live. This partnership has enabled LazyPay to build innovative lending and credit products, deliver a superior, secure, and efficient user experience, and set a new standard for credit financing in India.

LazyPay migrated its existing customers to Vault Core within just one year. In addition, Vault Core has streamlined PayU’s real-time financial statement generation and simplified multi-account management, providing a unified view of products. Furthermore, Vault Core’s real-time Ledger has improved PayU’s reporting and regulatory requirements.

The Indian market offers significant opportunities for PayU’s credit products as alternative lending services expand. PayU’s India credit revenue grew by 31%, totaling US$43 million, and loan book size grew by 66% to US$338 million by the end of September 2023. A total of US$362 million in credit was issued during the first half of 2024 (1H24).

With Vault Core, PayU can effortlessly create differentiated and personalized financial products at scale. Following the successful initial migration project, PayU plans to continue migrating more products and using Vault Core to build, test and deploy innovative lending and credit products.

Speaking on this exciting development, Deepak Mendiratta, CEO, PayU Finance, stated: “Our collaboration with Thought Machine signifies our commitment to offering the best-in-class financial services to our customers. Vault Core’s scalability and flexibility align perfectly with our growth ambitions, and we are excited to offer a wide array of services to our customers. We are committed to expanding our footprint in the Indian market, and this partnership will position us well for the future of credit.”

Nick Wilde, Managing Director, Asia Pacific, Thought Machine, comments: “We are delighted to partner with PayU to bring our cloud-native technology to the Indian market. With a successful migration now complete, we look forward to working together to deliver efficient, secure and innovative credit and lending solutions in India.”

A BCG report highlights the potential for B2B fintechs to disrupt the market and address the $5 trillion annual unmet credit needs of small to mid-sized enterprises (SMEs) globally. With traditional players struggling to keep pace with innovation, B2B2X services, particularly embedded finance providers such as LazyPay, which currently account for 25% of all fintech revenues, are poised to play a crucial role in meeting the growing demand for fintech solutions.

Thought Machine is solving the long-standing legacy technology problem in banking. Global Tier 1 banks, including Standard Chartered, Lloyds Banking Group, Al Rajhi Bank (Malaysia) and Intesa Sanpaolo, and challenger banks and fintechs, such as Nikel, C6 Bank and Atom bank, are clients of Thought Machine. In addition to its regional headquarters in London, New York, and Singapore, Thought Machine operates as a registered entity in India.

New Delhi, 9th February 2024: Anoop Bali, Whole Time Director of Tourism Finance Corporation of India Limited (TFCI) has been honoured by HI-AIM (Hospitality Industry – Architecture, Interiors, and Management), a leading tourism and hospitality industry platform, in recognition of his proven contribution to the hospitality industry. The award ceremony was held on February 1st, 2024, at the 12th Edition HI-AIM Conference held at Aloft Hotel, Kathmandu, Nepal. The award celebrated excellence in various categories, with a particular focus on recognizing individuals who have demonstrated exemplary leadership, innovation, and commitment to the growth of the hospitality industry.

Anoop Bali, Whole Time Director, TFCI is a seasoned corporate leader with over 33 years of expertise spanning project finance, investment banking, credit & treasury management, risk management, finance & accounts, etc. Recognized for his profound knowledge of funding the hotel credit gap in India, he is active in the tourism and hospitality sectors. An enthusiastic traveler and dog lover, he advocates for the development of pet-friendly hotels/resorts and senior citizen serviced apartments in India.

TFCI, established in 1989, is a prominent non-banking financial company and has played a pivotal role in funding numerous tourism ventures throughout India that have resulted in the creation of over 55,000 star category hotel rooms and other tourism attractions in India which includes many firsts such as palace (heritage) hotels, spa & healthcare resorts, wildlife resorts, serviced apartments, entertainment parks, luxury tourist trains, multiplex, etc. TFCI provides financial support and consultancy services to a diverse range of tourism projects such as hotels, resorts, spa, restaurants, entertainment centres, amusement parks and tours & travels. Apart from tourism sector, TFCI also provides financial assistance to residential real-estate, healthcare, education, MSE and NBFC/HFC sectors.

HI-AIM as an industry platform has been created to apply and incorporate efficient and responsible materials and technology in the industry and bring together a think tank for the promotion of responsible and environmentally friendly practices in design and construction in the tourism and hospitality industry.

9th Feb 2024, Gurgaon: Landmark, the vanguard of real estate innovation, proudly unveils its latest masterpiece, the Landmark Sales Office at Cyberpark, Sector 67, Gurugram. Spanning across 24,000 sq. Ft., the space has been created by an army of reputed designers led by Ms. Sonali Bhagwati’s vision with a significant investment in place.

Upholding sustainability as one of the most important silos in their operations, Landmark has crafted its new office space with eco-friendly materials. The landscaped private terrace offers a breath of fresh air, symbolizing Landmark’s dedication to creating environments that are one with nature and yet resonate with the future.

This 7-star facility goes beyond expectations, featuring experiential centres, flexible conference spaces, and “neighbourhood” style workspaces fostering collaboration for the new age of workplaces. The Landmark Sales Office is a destination where luxury and innovation converge.

“When we were designing this space, the outlook was – design meets distinction. We believe in creating spaces that inspire. The Landmark Sales Office is a testament to our commitment to providing innovative, sustainable, and collaborative workspaces. It caters to forward-thinking businesses and professionals seeking more than just an office – an environment that fuels creativity and success. Landmark invites you to experience the future of work”, shares Mr. Sandeep Chhillar, Chairman and MD, Landmark Group.

He further added “The Landmark Sales Office is a special project for me. We wanted to design a space that was innovative, and sophisticated and created a brand identity for Landmark. The offices showcase a thoughtfully crafted fusion of organic materials and forms enhancing the client experience as well as the workspace with a touch of refined luxury. The expansive floor plate seamlessly integrates avant-garde design elements that harmonize while creating textural variations”, shares Sonali Bhagwati, Partner at DPA. Sonali Bhagwati is an award-winning architect with 30 years of experience. She is recognized among India’s top 20 architects. Leading DPA, a globally acclaimed architectural firm with diverse projects and numerous international awards to their name, she excels in delivering high-quality residences, offices, hotels, and clubs.

Mumbai/Goa, 9th February, 2024: Bharat Petroleum Corporation Limited (BPCL), a leading player in India’s energy sector, proudly announced a significant milestone.

Hon’ble Minister of Petroleum and Natural Gas of India, Shri. Hardeep Singh Puri, launched EPA-Grade Diesel at India Energy Week, in Goa, today, in presence of Shri. G Krishnakumar, C&MD, BPCL and senior officials from MOP&NG and BPCL.

The introduction of EPA-Grade Diesel marks a pivotal moment for India’s energy landscape. Recognizing the burgeoning demand for high-quality diesel engines in the expansive US export market, BPCL’s Kochi Refinery has taken a proactive stance by developing this critical fuel domestically.

Traditionally, the procurement of EPA Grade reference fuel involved high costs and long lead times due to reliance on imports from Germany. However, BPCL’s Kochi Refinery has spearheaded a groundbreaking solution by leveraging India’s robust refining capabilities to produce EPA-Grade Diesel that meets stringent international specifications.

Speaking on the occasion, Mr G. Krishnakumar, Chairman & Managing Director, BPCL, said “Today marks a pivotal moment in our journey towards sustainable energy solutions. With the launch of indigenous EPA-Grade Diesel at our Kochi Refinery underscores our relentless commitment to innovation and self-reliance in powering the nation’s growth. At BPCL, we’re not simply meeting standards; we’re setting new benchmarks for excellence in the energy sector.”

This indigenous production not only eliminates the need for imports but also streamlines the engine development, calibration, and testing processes for Original Equipment Manufacturers (OEMs). By reducing time and costs associated with overseas procurement, BPCL’s initiative ensures timely fulfillment of export operations, thus curbing foreign exchange outflows and bolstering India’s economic resilience.

BPCL’s Aatma Nirbhar Initiative in EPA-Grade Diesel underscores the company’s commitment to innovation, sustainability, and excellence in the energy sector. As India continues its journey towards self-reliance, BPCL remains at the forefront, pioneering solutions that propel the nation towards a brighter, more prosperous future.

Nationwide Release: February 9, 2024, Mumbai: In the dynamic intersection of pop culture, art, and the sneaker revolution, Comet and Santanu Hazarika converge to unleash the ultimate collaboration: a symphony of rebellion, expression, and unbridled artistry. As a brand, Comet is inspired by its namesake – an unstoppable, focused and hard-to-ignore object that breaks the conformity and monotony of the solar system. The brand’s latest drop is in collaboration with the renowned artist and sneaker culture pioneer Santanu Hazarika, who is synonymous with the evolution of sneaker art in India. He lends his creative prowess to Comet with this limited-edition release that stands as a testament to the marriage of underground art and pop culture and symbolizes a fusion of voices that have always resonated in silence.

The collaboration unfolds as a visual manifesto, featuring design elements inspired by heavy metal, vivid colours reflecting Santanu’s sketchbook style, and a disciplined expression that harmonizes the silence of rebellion with a loud, unapologetic scream. Santanu shares his vision behind the inspiration – “This art form is a scream which is well disciplined with silence. It’s omnipresent and in each one of us, motivating us to create, explore and experiment, to destroy, create, recreate, and voice out our thoughts and expressions.” He shares, “I grew up as a rebel and soon learnt to channel my voice through art, a silent form of the inner scream I had since childhood. I combined my silence and scream in these sneakers for Comet.” This product is not just cool kicks, it’s a canvas where art and rebellion converge. The product takes its design inspiration from punk, heavy metal, and anti-establishment sentiments, where the shoes feature thorns, a shooting star with an eye, and collar tabs that spell out ‘Silent’ and ‘Scream’

Comet’s Founder, Utkarsh Gupta shares, “We’re really excited about Comet’s first collaboration and that too with an artist like Santanu. His story and his art form are the epitome of our brand’s ethos, ‘Never Shy, Never Sorry.’ This one is really the coming together of two distinct design visions that blend so seamlessly.”

Available exclusively through Comet’s official website, the sneaker is not merely a purchase but a direct connection with the essence of Comet and Shantanu Hazarika’s art. As the collaboration unfolds, Santanu’s continued involvement will ensure that the journey doesn’t conclude with the sale but resonates in the hearts of those who wear this wearable piece of rebellious expression. Further, Santanu isn’t just a collaborator on the project. His belief in Comet’s growing mark in the Indian sneaker revolution will translate into him coming on board the brand as an investor.

Step into a world where art, rebellion, and silent screams intertwine—a canvas of expression for those who dare to be bold, ‘Never Shy, Never Sorry’.

Mumbai, February 09, 2024: Arkade Developers Ltd. (formerly known as Arkade Developers Pvt. Ltd.) a fast growing real estate development company with a significant presence in Mumbai, Maharashtra (Source: Anarock Report), is pleased to announce the launch of Phase 1 of Arkade Nest, an exclusive residential project located in Sarvodaya Nagar, Mulund West. The project spans over a 2-acre plot with a total of Six wings out of which right now three wings are launched.

In addition to this milestone and the launch of Arkade Nest, Arkade has also successfully secured redevelopment agreements for two projects in western suburbs of Mumbai. The redevelopment projects are – the Arunachal Co-op HSG Society at Jay Prakash Nagar, Goregaon East and the Nutan Ayojan Co-op HSG Society in Liberty Garden, Malad West.

Commenting on the launch Mr. Amit Jain, CMD, Arkade Developers Limited, said, “Arkade is pleased to be launching Phase 1 of Arkade Nest, which serves as a testimony to our commitment to offering luxury residences in prominent regions of Mumbai. With focus on our blended model of Greenfield and Redevelopment projects we are happy to announce two redevelopment projects in Goregaon East and Malad West.”

The new redevelopment projects and launch of Arkade Nest are in line with Arkade’s commitment and focus to deliver affordable luxury residential premises to its buyers in high density regions of MMR, Maharashtra while placing a premium on construction quality and catering to aspirational life-style choices.

In addition, Nutan Ayojan Co-op HSG Society in Liberty Garden is situated in Malad West with a plot size of 6830 sq mt. and offers an approx saleable carpet area of 1 lac sqft. After the successful completion of the Arkade Serene in Sunder Nagar and the recent launch of Arkade Eden in Sunder Nagar, this venture is again Arkade’s third project in Malad West Micro Market.

The Arunachal Co-op HSG Society redevelopment project at Jay Prakash Nagar is spread across a plot size of 4487 sq mt. and is anticipated to have an approx saleable carpet area of 82000 sqft. Notably, this marks Arkade’s third venture in Goregaon East’s Jayprakash Nagar, after Arkade Adornia and Arkade Aspire.

India, 09th February 2023 – NP Digital India, a leading performance driven creative digital marketing agency and Sanskriti, a dynamic cultural ecosystem, proudly announce the successful culmination of their collaborative campaign titled “Esho Hey Ram.” Launched on the auspicious occasion of the Ram Mandir inauguration ceremony, this campaign aimed to present the original song, ‘Esho Hey Ram’ by Saptadeep Nath & Ujjaini Mukherjee, to audiences across India, with a special focus on resonating with Bengali speaking communities in West Bengal.

To amplify the campaign’s reach, Sanskriti partnered with NP Digital India. Using state-of-the-art AI visual art technology, the NPDI team produced an engaging song launch video without requiring extensive video shoots. Through the integration of AI-aided video production, the campaign seamlessly incorporated animations, ensuring broad appeal across diverse social media platforms.

Furthermore, the decision to not showcase real-time faces during the song launch was deliberate. Instead, an AI-aided video was developed, which allowed for the creation of compelling visuals without the need for live-action filming. This approach not only saved time and resources but also enhanced the campaign’s reach by making it more relatable to diverse audiences.

Mr. Prady, CEO of NP Digital India, expressed his delight, stating, “We are thrilled to have partnered with Sanskriti for this culturally significant campaign. Our team at NP Digital India worked smartly to deliver a compelling song launch video and related collaterals, utilizing cutting-edge AI visual art. The success of ‘Esho Hey Ram’ underscores the power of innovation and collaboration in reaching and engaging audiences effectively.”

The campaign exceeded expectations, with ‘Esho Hey Ram’ receiving impressive viewership across social media platforms:

· Over 4 million Views on Facebook

· Over 2.5 million Views on Instagram

· Over 169,000 Views on YouTube

Keerthivasan Subramaniam, Founder of Sanskriti, shared similar sentiments, emphasizing the importance of the campaign in celebrating cultural diversity and fostering artistic expression. “Sanskriti is committed to promoting global culture and artistry, and our partnership with NP Digital India exemplifies our dedication to delivering meaningful content to our audiences. ‘Esho Hey Ram’ has resonated deeply with viewers, reaffirming our mission to be a leading cultural platform”.

The campaign’s success shows that new ideas in digital marketing and content creation work well, especially when using AI technology. The success of ‘Esho Hey Ram’ demonstrates Sanskriti’s ability to captivate audiences with innovative, AI-infused content, reinforcing its position as a leading cultural platform.

Mumbai, February 9, 2024: UGRO Capital Limited is currently engaged in the business of lending and primarily deals in financing SME and MSME sector. The company has announced the issue of secured, rated, listed, redeemable, non-convertible debentures of the face value of ₹ 1,000 each. The Issue opens on Thursday, February 08, 2024 and closes on Wednesday, February 21, 2024 with an option of early closure subject to compliance with Regulation 33A of the SEBI NCS Regulations.

 The Issue has a base issue size of ₹ 10,000 lakhs with an option to retain oversubscription up to ₹ 10,000 lakhs, aggregating up to ₹ 20,000 lakhs. The NCDs are proposed to be listed on the Stock Exchanges and NSE is the Designated Stock Exchange for the Issue. The NCDs have been rated “IND A/Stable” by India Ratings & Research Private Limited.

 JM Financial Limited is the sole lead manager to the issue and Link Intime India Private Limited is the Registrar to the Issue and Mitcon Credentia Trusteeship Services Limited is the debenture trustee to the Issue.

 This issue has tenor of 18 months, 24 months, and 27 months for secured NCDs. Effective yield (% per annum) for NCD holders in all Categories ranges from 10.72% to 11.03%. Redemption Amount (₹ / NCD) on maturity for NCD holders in all Categories range is ₹ 1000 and for Series III it is through Staggered Redemption in eight (8) quarterly payments of ₹ 125 each, starting from 1st quarter from the deemed date of allotment until maturity.

 At least 75% of the Net proceeds of the Issue shall be utilized for the purpose of onward lending and financing business of the company in ordinary course of business (including for repayment / refinance of existing borrowings) and Not exceeding 25% shall be used for general corporate purposes.

 As on March 31, 2023 its CRAR, in accordance with the Audited Financial Results was at 20.23% and for the nine months period ended December 31, 2023 stood at 22.27%.

 UGRO’s AUM has grown from ₹ 1316.87 crore as at March 31, 2021 and ₹ 2969.80 crores as at March 31, 2022 to ₹ 6080.71 crore as at March 31, 2023. As of December 31, 2023, our AUM is at ₹8363.76 crore. Across the offered

DISCLAIMER:
UGRO Capital Limited (“Company”), subject to market conditions and other considerations, is proposing a public issue of Secured, Rated, Listed, Redeemable, Non convertible Debentures and has filed the Prospectus dated February 01, 2024 with the Registrar of Companies, Maharashtra at Mumbai, NSE, BSE and SEBI. The Prospectus dated February 01, 2024 and Corrigendum dated February 5, 2024 (collectively “Prospectus”) is also available on our website at www.ugrocapital.com, on the website of NSE at www.nseindia.com, BSE at www.bseindia.com, SEBI at www.sebi.gov.in, and on the website of the Lead Manager at www.jmfl.com. Investors proposing to participate in the Issue should invest only on the basis of information contained in the Prospectus. Investors should note that investment in NCDs involves a high degree of risk and for details relating to the same, please refer to the Prospectus, including “Risk Factors” beginning on page 16 and “Material Developments” on page 181 dated February 1, 2024 of the Prospectus before making an investment in the Issue.

 DISCLAIMER CLAUSE OF BSE: It is to be distinctly understood that the permission given by BSE Limited should not in any way be deemed or construed that the Draft Offer Document has been cleared or approved by BSE Limited nor does it certify the correctness or completeness of any of the contents of the Prospectus. The investors are advised to refer to the Draft Offer Document / Offer Document for the full text of the Disclaimer clause of the BSE Limited.

 DISCLAIMER CLAUSE OF NSE: It is to be distinctly understood that the permission given by NSE should not in any way be deemed or construed that the Offer Document has been cleared or approved by NSE nor does it certify the correctness or completeness of any of the contents of the Offer Document. The investors are advised to refer to the Offer Document for the full text of the “Disclaimer Clause of NSE”.

 DISCLAIMER CLAUSE OF INDIA RATINGS & RESEARCH PRIVATE LIMITED: Users of India Ratings and Research Private Limited (“India Ratings”) ratings should understand that neither an enhanced factual investigation nor any third-party verification can ensure that all of the information India Ratings relies on in connection with a rating will be accurate and complete. Ultimately, the issuer and its advisers are responsible for the accuracy of the information they provide to India Ratings and to the market in offering documents and other reports. In issuing its ratings India Ratings must rely on the work of experts, including independent auditors with respect to financial statements and attorneys with respect to legal and tax matters. Further, ratings are inherently forward-looking and embody assumptions and predictions about future events that by their nature cannot be verified as facts. As a result, despite any verification of current facts, ratings can be affected by future events or conditions that were not anticipated at the time a rating was issued or affirmed. Ratings are not a recommendation or suggestion, directly or indirectly, to you or any other person, to buy, sell, make or hold any investment, loan or security or to undertake any investment strategy with respect to any investment, loan or security or any issuer. Ratings do not comment on the adequacy of market price, the suitability of any investment, loan or security for a particular investor (including without limitation, any accounting and/or regulatory treatment), or the tax-exempt nature or taxability of payments made in respect of any investment, loan or security. The Rating Agency shall neither construed to be nor acting under the capacity or nature of an ‘expert’ as defined under Section 2(38) of the Companies Act, 2013. India Ratings is not your advisor, nor is India Ratings providing to you or any other party any financial advice, or any legal, auditing, accounting, appraisal, valuation or actuarial services. A rating should not be viewed as a replacement for such advice or services. Investors may find India Ratings to be important information, and India Ratings notes that you are responsible for communicating the contents of this letter, and any changes with respect to the rating, to investors.

 DISCLAIMER CLAUSE OF USE OF BSE ELECTRONIC PLATFORM: It is to be distinctly understood that the permission given by the Exchange to use their network and software of the Online system should not in any way be deemed or construed that the compliance with various statutory requirements approved by the Exchange; nor does it in any manner warrant, certify or endorse the correctness or completeness of any of the compliance with the statutory and other requirements nor does it take any responsibility for the financial or other soundness of this Company, its promoters, its management or any scheme or project of this Company. It is also to be distinctly understood that the approval given by the Exchange is only to use the software for participating in system of making application process.

 DISCLAIMER CLAUSE OF USE OF NSE ELECTRONIC PLATFORM: It is distinctly understood by the Issuer that the permission given by NSE to use their Infrastructure should not in any way be deemed or construed as that the compliance with various statutory and other requirements by UGRO Capital Limited, Lead Manager etc. are cleared or approved by NSE; nor does it in any manner warrant, certify or endorse the correctness or completeness of any of the compliance with the statutory and other requirements nor does it take any responsibility for the financial or other soundness of this Issuer, its promoter, its management or any scheme or project of this Issuer. It is also to be distinctly understood that the approval given by NSE should not in any way be deemed or construed that the prospectus has been cleared or approved by NSE; nor does it in any manner warrant, certify or endorse the correctness or completeness of any of the contents of the prospectus; nor does it warrant that the securities will be listed or will continue to be listed on Exchange.

Chennai, 9th February 2024: The Hon’ble Minister for Micro, Small and Medium Enterprises, Thiru. T.M. Anbarasan launched various new initiatives of the Tamil Nadu Startup and Innovation Mission at an event held at the CMRL Building Auditorium, Nandanam on Wednesday (07.02.2024).

 The Hon’ble Minister launched Smart Cards for Startups and issued them to the first 10 Startups. The Smart Card offers a comprehensive selection of products and services at subsidised rates, specially tailored to meet the needs of Startups in their early stages. Startups can significantly enhance and expedite their business growth by making use of the products and services at an affordable cost. StartupTN has collaborated with various partners to provide a diverse range of products and services to equip Startups with essential resources and support at a reduced cost.

 The products and services have been broadly classified into six different categories:
Legal & Compliance, Marketing/Business Consulting, Finance and Insurance, Human Resources and Smart Workspace, Software and IT/ITES, and Media and Entertainment. The Hon’ble Minister gave away sanction orders to four Startups run by entrepreneurs from Scheduled Caste and Scheduled Tribe Communities, amounting to Rs 9.05 Crore under the Tamil Nadu SC/ST Startup Fund as equity investment.

 The Minister launched products and services of 20 Startups run by women entrepreneurs under the Women Launchpad initiative. LaunchPad is a platform designed to help Startups gain initial offline and online market traction for their new Brands and Products on a public forum. This will spur creativity and build excitement for Startups.

 The Hon’ble Minister also launched the Open Innovation portal, aimed at connecting corporates/government agencies with innovators, Startups and researchers. They can take up the problem statements/challenges posted by corporates and government agencies and come up with innovative solutions.

 The Minister also launched a Branding Course titled ‘Nil-Brand-Sell’ under the BrandLabs initiative of StartupTN. Startups can make use of the content created by branding expert Mr. Praveen Shekar.

 Addressing the participants, Hon’ble MSME Minister, Thiru. T.M. Anbarasan said that to increase participation of people in Startup activities, various funding opportunities are being created by the State Government. They include TANSEED, Tamil Nadu SC/ST Startup Fund, and Innovation Voucher Program.

 He said that since the State Government performed better in the Startup ecosystem space, Tamil Nadu State received the recognition ‘Best Performer’ in the Union Government’s States’ Startup India Ranking. The Regional Startup Hubs established by the State Government through StartupTN are creating sensitisation on entrepreneurship throughout the State.

 MSME Secretary, Tmt. Archana Patnaik, I.A.S., Mission Director and CEO of StartupTN, Thiru. Sivarajah Ramanathan, and branding expert Mr. Praveen Shekar participated in the program.

Mumbai, 09th February 2024: Celebrating the spirit of ‘Living it Large’, Seagram’s Royal Stag presents the second edition of Royal Stag BoomBox, a one-of-its-kind musical festival where the best-loved melodies of Bollywood meet the pulsating beats of hip-hop. In an exclusive preview in Mumbai on 07th February 2024, the brand unveiled what’s in store at the second edition of Royal Stag BoomBox.

For many years, music has been a key consumer engagement pillar for the brand. Royal Stag BoomBox audaciously brings together two distinct genres of the music industry, the melody of Bollywood and the gully vibe of Hip-Hop, to create the original sound of today’s generation, the Generation Large. This is a tribe that tends to make rather than follow trends; a tribe that is in constant search of soul-touching experiences. Royal Stag BoomBox intends to stir the imagination of this generation, blending music they have inherited, Bollywood scores, with the genre that speaks to them, Hip Hop.

This cultural movement manifests itself in two unique, engaging formats:

The On-ground format: this format will travel to four of India’s biggest youth hubs – Bhubaneswar, Indore, Jaipur and Pune, offering marquee musical performances with interactive Phygital activations like insta-live sessions, art showcases, AR/VR installations, AI-based engagement, selfie-booths and more. Last year, the festival witnessed a footfall of over 50K across multiple cities generating 180 Mn+ digital views & 13 Mn+ social interactions.
The In-studio format: a unique musical concept featuring three original Melody x Hip Hop music tracks that will be released as singles and videos across platforms. The 4 original songs from season 1, Pehle Jaisi Baat Nahi Ft. Dino James X Jasleen Royal, Hoodie Ft. Bali X Nikhita Gandhi, Mohabbat Ft. Amit Trivedi X SlowCheeta and Imtihaan Ft. EPR X Neeti Mohan garnered close to 70 Mn+ views across multiple OTT & audio platforms.

Kartik Mohindra, CMO, Pernod Ricard India said, “Music and live experiences bring people together and are natural enablers of conviviality. Royal Stag continues to celebrate music as its key youth passion pillar. Carrying forward the brand’s ‘Live It Large’ ethos and youth connect; we are excited for the launch of the second edition of Royal Stag BoomBox. The kind of response and engagement we received for the festival last year was truly overwhelming. This year, the platform is set to elevate the experience by blending the melodies of Bollywood with the pulsating beats of Hip-hop, along with art and cultural experiences, truly exemplifying the brand philosophy of living it large.”

Speaking about the second edition of Royal Stag BoomBox, Ajay Gupte, CEO-South Asia, Wavemaker said, “Wavemaker is thrilled to continue to be a part of the journey of Royal Stag BoomBox. More than just a musical festival, it represents a cultural movement embracing the ‘Living It Large’ spirit of the brand. Royal Stag BoomBox guarantees an unforgettable blend of swag, emotion, and the vibrant synergy between Bollywood and hip-hop. The beats of this generation will resonate loudly, and we are confident that the second edition will be another massive hit, just like the last one”.

Commenting on the association, Preeti Nayyar, Senior Vice President – New Business Development & Brand Partnerships, Universal Music Group, said, “As we launch the second season of Royal Stag BoomBox, UMGB (Universal Music Group for Brands) is thrilled and honoured to collaborate with Royal Stag for Royal Stag BoomBox, in partnership with GroupM – WAVEMAKER. As UMG for Brands, we are dedicated to shaping culture through music, artists, and experiences uniquely crafted for our partners. With this musical odyssey, our goal is to deliver a ground-breaking fusion of ‘Melody meets Hip-Hop’ featuring live festivals and original music, creating a unique experience for the fans.”

Singer-songwriter Armaan Malik said, “Music transcends all boundaries and brings people together. I am overjoyed to be a part of Royal Stag BoomBox for the second year in a row.”

Excited about the association, rapper Badshah shared, “I look forward to a stellar association with Royal Stag BoomBox once again and can’t wait to perform for all my lovely fans in Bhubaneswar and Jaipur next month.”

Singer Neeti Mohan shared, “I am so excited to be collaborating with Royal Stag BoomBox for another edition! We created some beautiful memories last year and I hope the musical experience is going to be even more special this year.”

Singer Nikhita Gandhi added, “I had a lot of fun being a part of the first edition of Royal Stag BoomBox and I am delighted to be a part of this unique platform once again. I am excited to perform in Indore and Pune this year.”

Rapper Dee MC mentioned, “Royal Stag BoomBox has carved a niche for itself among lovers of Hip-hop and Bollywood music. I am elated to be associated with the platform for its second edition. Looking forward to creating the Original Sound of Generation Large.”

Artist Ikka expressed, “It’s really cool when people come together to explore new genres of music. And Royal Stag BoomBox is the perfect platform for that. I am delighted to be a part of the music festival this year, can’t wait to make new sounds for the Generation Large.”

Actor and DJ Ali Merchant said, “Royal Stag BoomBox is back with a bang with new Hip-Hop X Bollywood collabs! I am really looking forward to the experience.”