Set in Mumbai, Viacom18 Vh1 Lift Off is set to redefine the experiential and urban cultural landscape in India
Viacom18’s LIVE entertainment business, Viacom18 LIVE, known as the official curators of Vh1 Supersonic (India’s first multi-genre music and lifestyle festival), are all set to introduce another festival, ‘Vh1 Lift Off’.
This new IP will be a landmark event that is set to bring together a host of experiences and sub-cultures, elevating India’s urban cultural scene.
Set in Mumbai, Vh1 Lift Off is set to redefine the experiential and urban cultural landscape in India. As a celebration of 50 Years of Hip Hop and built with its culture and its community at heart, the IP aims to work towards creating a platform which is both relevant and beneficial to creators, brands, and consumers alike.
Its first edition will focus on sub-cultures like art, fashion/street fashion and dance, while music and Hip Hop, will be at the heart of it. Addressing a unique gap in India’s experiential urban sub-culture landscape, Vh1 Lift Off, unlike any other large-scale culture platform in the country, broadens the narrative beyond music and encompasses a multitude of subcultures. It speaks directly to the youth of today, offering an additive cultural experience that resonates with their diverse interests.
Gaurav Mashruwala, Head, Viacom18 Live, said, “At Viacom18, we take pride in setting the stage for a new and unparalleled cultural experience with our latest IP, ‘Vh1 Lift Off’. Vh1 Lift Off is a platform that allows us to broad-base the narrative beyond music and speak to varied subcultures and communities all at once, with the idea of ‘lifting them off’ through this platform. We are happy to bring this unparalleled experience in the culture space, knowing fully well that brands associate with the youth and sub-cultures, and therefore giving an opportunity for them to work with each other at such a large scale.”
