Diljit Dosanjh’s Dil-Luminati Tour is going on in full swing and recently the capital city of Delhi had the golden opportunity to see the G.O.A.T live. However, this concert offered much more than a power-packed performance by Dosanjh. New Delhi saw several brands riding on the Dil-Luminati Tour hype and coming up with impressive ways to connect with their followers. Be it hospitality, delivery, match-making, or fashion; brands from several sectors proved that a little thought can go a long way. Let’s explore what a few brands did:
Jeevansaathi.com
The match-making brand, Jeevansathi.com came up with a unique approach. The brand gave out free water bottles to the single attendees at the concert. These bottles had quirky messaging reminding people of their singlehood and encouraging them to find a partner via their platform. This engaging strategy was not a careful product placement but totally helped the brand give out a loud yet light-hearted message; one that aligns with their mission.
Mokobara
Mokobara is an up-and-coming D2C luggage brand that collaborated with Dosanjh for the tour. The brand took to marketing itself by directly showcasing the products on the concert stage, taking advantage of the concert’s travel theme. It wasn’t the first time Mokobara and Dosanjh came together for the brand’s promotion. You can also see a similar stint for the movie Crew. This helps Mokobara create a consistent and organic narrative and strengthens the brand’s identity.
Levi’s
We’ve all established that nothing creates a purchasing frenzy better than limited-edition merchandise. Levi’s did exactly that. The brand launched a limited-edition Diljit merchandise just a few days before the show. The collection had a lot of washed denim, bold prints, and bold patterns, truly encapsulating Diljit’s carefree and larger-than-life spirit. The brand also went a step ahead to provide customisation options with their limited-edition pins and patches. By offering a personalised shopping experience, Levi’s was successful in building brand loyalty with Dosanjh’s fanbase.
Lemonn
Lemonn, an investment app, had a fabulous stage presence during the show. As the singer performed his song ‘Lemonade’, a lemon mascot joined him on the stage. This fun presence of the brand mascot left a lasting impact on the attendee’s minds, creating a good brand recall. The mascot not only highlighted the brand’s fun personality but also impeccable thinking.
OYO
OYO joined in with a humorous ad campaign inspired by one of Diljit’s popular songs, “Naina.” The campaign used wordplay — “Naina Da Kehna, Ni Assi Tere, Nearby Hi Toh Rehna Hi” — to emphasise OYO’s convenience and proximity, with discounts of up to 70%. By aligning its tagline with Diljit’s music, OYO connected its services with the tour, making it memorable for concert attendees and reinforcing brand recognition.
