Ad Campaigns
BookMyShow & Indigo partner to launch ‘Runway to Party’ campaign
Mumbai: BookMyShow has partnered with Indigo to launch the ‘Runway to Party’ campaign, aimed at enhancing the experience for music fans traveling to India’s major music events. As infrastructure and connectivity improve, the digital boom has increased young people’s access to music and entertainment. Consumers are now more willing to travel for exclusive experiences and to connect with others who share their passion for music.
Events like Bandland 2023 saw 28 per cent of attendees travel from outside Bengaluru, and 36 per cent of Lollapalooza India 2024 attendees came from cities outside Mumbai. This trend highlights the growing demand for entertainment and the impact of live events on tourism and local economies.
BookMyShow, focused on consumer needs, is making festival and concert travel more affordable and frequent. The partnership with Indigo simplifies the process from booking tickets to arriving at events, offering flight discounts and fostering loyalty to both BookMyShow and Indigo. This shared vision led to the launch of the ‘Runway to Party’ campaign.
The partnership provides benefits for attendees of three major music festivals: Bandland 2024, Sunburn Goa 2024, and Lollapalooza India 2025. The goal is to support the growing trend of entertainment tourism in India. Festival-goers can enjoy up to 20 per cent off Indigo flights for Bandland 2024 in Bengaluru (23-24 November) and Lollapalooza India 2025 in Mumbai (8-9 March), with special links provided after booking tickets on BookMyShow.
For those attending Sunburn Goa 2024, there is an additional benefit of up to 30 per cent off on 6E add-ons such as seat select, 6E prime, fast forward, and excess baggage. The ‘Runway to Party’ campaign aims to elevate the overall festival experience.
Bandland 2024 promises an immersive experience with two stages and performances from artists like Avenged Sevenfold, Extreme, Everything Everything, Bloodywood, and Thaikkudam Bridge. Lollapalooza India 2025 will return with a diverse lineup of global and Indian artists across four stages. Sunburn Goa 2024, featuring acts like Alesso, ARGY, Kasia, and KSHMR, will deliver three days of music to close out the year.
BookMyShow head – marketing Dolly Davda said, “We are thrilled to partner with Indigo to bring the ‘Runway to Party’ campaign to life. At BookMyShow, we are committed to putting the consumer experience first and this partnership underscores our dedication to enhancing every aspect of their journey. The ‘Runway to Party’ combines our strengths, exemplifying our dedication to creating unparalleled experiences by seamlessly integrating travel and entertainment. This collaboration is poised to set a new benchmark in culture and entertainment tourism, offering festival-goers an exceptional and unforgettable journey from start to finish.”
A new wave of tourists is eager to explore unique music festivals, and the ‘Runway to Party’ campaign aims to transform their experience by combining travel and entertainment into a seamless journey. Through this initiative, BookMyShow is setting new standards in the industry, offering festival-goers added convenience and ease as they attend their favorite music events.
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NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
