House of McDowell's Soda celebrated Friendship Day in a unique and memorable way this year with "Yaari Jam," taking the celebration to new heights, literally. The event, conceptualized and promoted by TribeVibe Entertainment, featured a first-of-its-kind mid-air jam session at 36,000 feet on a private charter flight from Mumbai to Kolkata.
The flight transformed into a stage for artists KING and Karma, along with comedians Ravi Gupta and Gurleen Pannu, who filled the air with music, laughter, and stories. This airborne celebration marked the beginning of the Yaari Jam series, designed to honor friendship and music in an unforgettable way.
Varun Koorichh, Vice President of Marketing at Diageo India, highlighted the significance of Yaari Jam, stating that it's more than just a musical event; it's a celebration of the bonds of friendship that deeply resonate with audiences across India. He added, "There's no better way to celebrate Friendship Day than by turning it into a memory of a lifetime. We wanted to take it to the next level and there was no better way than celebrating this via Yaari Jam".
The journey didn't end in the sky. Upon landing in Kolkata, the Yaari Jam continued with an electrifying concert featuring KING, Fossils, Sanam, and Bharg Kale. This on-ground event promised a high-energy celebration, further emphasizing the theme of friendship through shared musical moments.
KING, a rapper and singer-songwriter, shared his excitement about the Kolkata concert, stating, "As we're heading to Kolkata with a lineup of incredible artists, I can't wait to feel the energy. Yaari is about creating moments that remind us of what happiness truly means. I hope my music adds to the vibe of the Yaari Jam legacy and makes it a night to remember". Sanam echoed this sentiment, expressing their love for performing in Kolkata and emphasizing that "it's not just about the music, it's about the yaari that inspires it". Fossils also added that Kolkata feels like home to them and they were excited to rock the stage and spread those rocking vibes.
House of McDowell's Soda has always championed the concept of "Yaari," viewing it as more than just a theme but as a core emotion. With each edition of Yaari Jam, the brand aims to strengthen its commitment to celebrating genuine connections between friends through the universal language of music.
The success of this year's Yaari Jam builds upon previous events, with Koorichh noting that last year's edition reached 50,000 audience members across 5 cities. The brand aims to continue expanding the reach and impact of Yaari Jam with more events in various cities, ensuring memorable experiences for all attendees.
By creating unique experiences like the mid-air jam session and the Kolkata concert, House of McDowell's Soda's Yaari Jam has evolved into one of India's biggest branded live IPs. The event successfully blends music, friendship, and unforgettable moments, creating a lasting impact on its audience. The brand's commitment to celebrating "real Yaari, backed by real music" is what keeps people coming back, solidifying Yaari Jam's place as a significant cultural event.
