iWorld
HiPi ties up with &Pictures for #DanceFullOn contest
KOLKATA: This World Music Day, HiPi has tied up with &Pictures to announce the #DanceFullOn contest on the channel. Started on 19 June, the challenge will continue till 23 June presenting dance lovers across the country with an opportunity to perform and recreate a 20-second hook step on HiPi.
HiPi has partnered with the skilled dancer and Bollywood’s popular dance director, Piyush Bhagat, to specially choreograph and create the hook step, to the thumping beats of &Pictures’ song – On Nahi, Full On.
The challenge will give users a chance to become instant social media sensation. The performances will be evaluated by Piyush Bhagat and the top five participants will take home cash prizes worth up to Rs 50,000.
ZEE Digital Publishing CEO and HiPi CBO Rohit Chadda, said, “We Indians love to dance and hum to the tunes of Bollywood music. On the occasion of World Music Day, we wanted to surprise our audience with a challenge #DanceFullOn that sees them recreate a unique hook step on our platform. With this challenge, we look forward to witnessing the best dancers from India express and impress one and all. We, at HiPi, are constantly looking for new ways to enhance our offerings and engage with our users”.
ZEEL Hindi movie channel cluster head Ruchir Tiwari said: “Music connects us in more ways than we can imagine. It often goes to represent and define a generation. The energetic and addictive beats of all the new &pictures brand song ‘On Nahi, Full On hai’ will connect with the youth. The #DanceFullOn challenge set to the song is a great way to engage our viewers, and it’s aptly amplified by our collaboration with HiPi.”
HiPi is already running a month-long #EntertainmentKiBaarish campaign that features tie-ups with renowned brands and allows users to engage with mind-blowing challenges across different genres and contests. The Dance Bangla Dance challenge is already live on the HiPi app that grants creators and viewers to win weekly prizes by performing a unique hook step as per the weekly dance theme, which is curated by the jury and mentors of Dance Bangla Dance. The #DanceFullOn contest is an addition to the overall #EntertainmentKiBaarish campaign, which gives users a chance to exhibit their delightful dance moves.
Whiz Co is the official talent partner for this collaboration.
iWorld
Diljit Dosanjh’s Dil-Luminati tour generates Rs 943 crore impact
EY report says 14 concerts across 13 cities sparked jobs, tourism and spending
MUMBAI: What began as a music tour quickly turned into an economic crescendo. The India leg of Diljit Dosanjh’s Dil-Luminati tour has generated a measurable economic impact of nearly Rs 943 crore, according to a socio-economic impact report prepared by EY.
Spread across two months in late 2024, the tour travelled through 13 cities with 14 performances, drawing more than 3.2 lakh fans and selling out shows in roughly 10 minutes on average.
The concerts began in New Delhi on October 26 and wrapped up with a New Year’s Eve finale in Ludhiana, the singer’s hometown. In between, the Punjabi superstar turned stages across cities such as Mumbai, Bengaluru, Hyderabad, Kolkata and Guwahati into high-energy gatherings where music, fandom and travel blended into a nationwide spectacle.
According to the EY analysis, the tour generated Rs 276 crore in direct revenue for organisers through ticket sales, sponsorships and food and beverage spending at venues. Indirect spending by fans pushed the economic ripple effect even further, contributing an estimated Rs 553 crore through travel, accommodation, tourism and shopping.
Government revenues added another Rs 114 crore, including Rs 111 crore in GST and around Rs 2.5 crore in local permissions and fees.
Ticket sales were the main driver, accounting for about 80 per cent of direct revenue, with prices ranging from Rs 2,499 for silver tickets to as much as Rs 60,000 for premium lounge access. The gold category emerged as the most popular, generating more than half of the ticketing revenue.
The concerts were not just local gatherings. Nearly 38 per cent of attendees travelled from other cities to catch the shows, turning the tour into a travel magnet. Many extended their trips by two to three days, boosting hotel stays, dining and tourism activities in host cities.
Air and rail travel together accounted for around 70 per cent of inter-city travel costs linked to the concerts, while nearly half of travelling fans stayed with friends or family.
Cities hosting the tour also saw noticeable spikes in travel bookings. Flight bookings to Chandigarh, for instance, rose by about 300 per cent year on year around the concert dates, while cities such as Delhi, Ahmedabad and Indore saw booking growth of roughly 100 per cent.
Beyond the stage lights and thumping speakers, the tour also created a significant employment surge. The report estimates that more than 118,000 man-days of work were generated, including about 69,000 direct man-days and over 48,000 indirect man-days across sectors such as security, logistics, hospitality and technical production.
Security, safety and crowd management alone accounted for roughly half of the direct employment created during the concerts, reflecting the scale of operations required to stage such large events.
More than 15 brands partnered with the tour, turning concerts into a playground for creative marketing. From themed merchandise drops to experiential campaigns and exclusive ticket access deals, companies tapped into the singer’s massive fan base to amplify their reach.
The official ticketing platform recorded over 62.5 lakh visitors during the sales window and processed more than 1.2 lakh ticket orders, underscoring the intense demand for live events anchored by home-grown artists.
The tour also doubled as a cultural roadshow. At each stop, Dosanjh embraced local traditions, sampled regional cuisine and showcased India’s diversity through his social media posts and stage interactions, turning concert stops into mini travel diaries.
For the wider entertainment industry, the Dil-Luminati tour is being seen as a marker of how large-scale live concerts can drive economic activity well beyond the stage. The report suggests that India’s live music sector could grow rapidly in the coming years as demand for large events continues to surge.
In other words, the Dil-Luminati tour did more than fill stadiums. It moved crowds, boosted city economies and showed that when live music hits the right note, the ripple travels far beyond the final encore.
