Launching Lollapalooza in India
After nearly 3 decades of unparalleled commercial success, Lollapalooza, one of the world’s largest multi-genre music festivals, was coming to India in 2023. This marked the global festival’s first foray into Asia, and it promised to be the biggest music festival India has seen so far.
Book My Show approached us in July 2022 to curate the launch video campaign for Lollapalooza India ahead of the festival.
A playful blend of animation, creativity and innovative storytelling for the launch of Lollapalooza India.
Objective: To announce the festival’s launch in style and create excitement and anticipation in the minds of fans for the India debut of this globally renowned musical extravaganza.
What We Did: Content & Design Strategy, Creative Conceptualisation, End-to-End Project Management- Shoot Planning, Shoot Execution, Post Production. (Task at Hand)
Experimental, Innovative Content & Storytelling (Our Approach/ Big Idea)
Having learnt that Lollapalooza would be hosted in Mumbai, we decided to curate the launch video as an amalgamation of Lollapalooza’s history, aesthetic and signature branding and Mumbai’s most iconic motifs.
Research and conversations with the client revealed that the art, culture and the overall festival experience were most important to festival attendees. Using their international brand book and guidelines, we conceptualised a video that showcased the characteristic Lollapalooza monsters taking over several iconic buildings and quintessential spots across Mumbai city as they navigate their way to the final venue of the festival- perfectly blending both worlds to get fans excited about the upcoming event in their city!
Adding a Desi Touch to A Global Phenomenon
With a strong concept in place, we began by shortlisting the most prominent (and identifiable) places in Mumbai to feature in the video.
We decided to use a Shaman figure- a purple-coloured lollipop holding character, known as the Lolla Guide, who per the international brand book has been guiding fans to the festival since its inception in 1991. We featured the Lolla Guide as the main hero, having him flaunt the iconic SRK pose outside Mannat, and incorporated other characters like the Wristband monster at the Gateway of India, the speaker robot, the lucky cat and many others from the Lollapalooza brand book.
For the Indian edition of the festival, a few characters like a Tiger pouring chai, a baby Elephant with a Nehru topi, the Nimbu Michi and Banta bottles were specifically designed and animated by Aaquib Wani Design Studio and Aaron Pinto. We showcased these desi characters prominently through the video, interspersing it with a mixture of stock and shoot footage of some of Mumbai’s most famous buildings and monuments.
One of the biggest challenges was the tight timeline for a video of this scale, but with our expertise in delivering experimental and innovative visual content, we created the launch video in record time- 8 days! With so many stakeholders involved, it was also a challenge to creatively align our vision. But with the brand’s trust, we were able to successfully blend animation and live action and sprinkle in a desi touch to create an exciting launch video for the first edition of Lollapalooza India.
Breaking the Clutter
The brand launch film was a huge success- it garnered over 155K+ organic views and led to a frenzied rush for the early bird tickets, which caused the BMS website to crash.
Appreciation from Perry Farell, the founder of the festival, helped us grab eyeballs around the world and create global awareness about the festival’s debut in India.
Credits
Conceptualized and Produced by Supari Studios
Client: Netflix
Music: Kartikk Shah
Artists: Arivarasau Kalainesan (Arivu), Sooraj Cherukat (hanumankind), SIRI, Neeraj Madhav
Director / Editor: Akshay Sundher
Executive Producer Supari Studios: Prachi Vasant
On ground Executive Producers: Karan Hinduja, Kaustabh Belur
Creative Director: Nandini Godara
Senior Associate Producer: Anuttara Pandit
Chief Assistant Director: Madhumitha Venugopal
2nd AD: Nitin Raj
3rd AD: Yasar
DOP: Raghav Adhithya
1st AC: V S Prabanchan
Line Producer: Sudhakar
Costume Stylist: Sia Seth
Production Managers: Raju and Rajanikanth
Art Director/Production Designer: Rajesh
Make Up: Srinivasa Rao
Asst. Editor: Nilay Shah
DI: Mango Post
Colour Grade: Suresh Ravi
Conformist: Franklin V, Logeshwaran
Rotoscope: B Jaya Hariharan
VFX: Ramkumar, Vignesh
Dance Team: Strangerz crew, Krishna Prashanth, Mithran, Naveen Kumar, Anish, Vicky Btrixx, Madhan Lil M, Varsha S, Devika Suresh, Prajna Ravi, Judy Igraine
Parai Team Members: Pesu School of Parai, Pesu JK, Munuswamy, Muthammal, Sakthivel, Arone, Vasanth, Ram Kumar, Ajith, Dharuman
