Live events have become the new playground for brand growth — where partnerships fuel visibility, boost consumer engagement, and energize the experience-driven economy.
An initiative of EVA Live, award-winning music icon Enrique Iglesias is set to illuminate the MMRDA Grounds in Mumbai on October 29 and 30 2025, marking his highly anticipated return to India. Joining him are a stellar ensemble of partner brands that are helping elevate the concert experience to a whole new level.
The event is Powered by Mastercard, with District by Zomato as the Ticketing Partner, Nongshim as Associate Partner, Mentos as Freshness Partner, Vero Moda as Fashion Partner, Vedica as Hydration Partner and Six Fields as Celebration Partner among others.
Together, these collaborations highlight the growing synergy between global music experiences and brand storytelling — a reflection of how live events have become a vital touchpoint for brands to connect authentically with their audiences.
As EVENTFAQS Media reached out to the partner brands, one sentiment echoed across the board — this partnership with EVA Live goes far beyond mere visibility. It’s driven by shared purpose, audience synergy, and the desire to craft immersive, memorable experiences that extend well beyond the concert arena.
Building on this vision, these brands shared valuable insights into what inspired their collaboration — from the key factors that influenced their decision to partner with EVA Live, to how this association aligns with their broader business and corporate objectives. They also shed light on the exciting range of consumer engagements being planned, each designed to bring fans closer to the brand while enhancing the overall concert experience.
Deepak Choudhary, Founder and Managing Director, Eva Live
“Live events today define how people connect — with music, with brands, and with each other. The Enrique Iglesias concert is more than a performance; it’s a convergence of passion, partnership, and purpose. Each brand joining hands with us brings a unique layer to the experience, turning this into a celebration of creativity and culture that resonates far beyond the venue.
Concerts like Enrique Iglesias Live prove that brand partnerships can go far beyond logo placements — they’re now integral to creating shared experiences that drive engagement, loyalty, and measurable business outcomes. With Enrique Iglesias returning to India, we’re not just hosting a concert — we’re staging a global experience.
The concert space in India is witnessing an unprecedented surge, with audiences craving large-scale, world-class experiences and brands eager to be part of that cultural movement. This resurgence is fueling a new creative economy — one where music, marketing, and memories come together to define the future of live entertainment.”
Lavani Agarwal, Vice President & Head, Marketing and Communications, South Asia, Mastercard
“Getting a global pop icon like Enrique Iglesias back to India after 13 long years is a moment worth celebrating, and we are proud to be part of it. Our collaboration with EVA Live is a natural extension of our commitment to delivering priceless experiences that truly resonate with our cardholders and fans across the country. Driven by a young, experience-hungry audience, India’s live entertainment scene is booming, and we’re showing up where passion runs deepest—in music
This association marks Mastercard’s first-ever performing arts sponsorship asset in South Asia, with a vibrant pipeline of performances across genres like Bollywood, EDM, Pop, Rock, and more. Beyond cultural relevance, this initiative supports local economies and drives engagement across all Mastercard products—debit, credit, and prepaid—issued globally.
For Mastercard cardholders, it’s more than just a concert—it’s early access to tickets, exclusive perks, artiste meet-and-greets opportunities, and premium hospitality that turn such special moments into memories that last a lifetime.”
Rahul Ganjoo, CEO, District by Zomato
“District by Zomato’s philosophy centers on reading cultural moments that drive going-out behavior. Enrique’s return to India after over a decade aligned perfectly with the surging demand for nostalgia-driven international acts. India’s live entertainment sector has been growing exponentially, with millennials and Gen-Z treating concerts as essential cultural experiences.
Enrique’s multi-generational appeal, bridging longtime fans and newer audiences discovering him through streaming and social media, made this partnership with EVA Live strategically compelling. It reinforces District’s positioning as a lifestyle curator defining urban moments.
Through our partnership with EVA Live, we are prioritizing end-to-end experience design that solves traditional pain points plaguing Indian live events. It includes seamless ticket delivery and parking coordination, curated F&B partnerships and strategic brand touchpoints throughout the venue that enhance rather than interrupt the concert atmosphere.
The shift toward holistic experiences and festivals that go beyond music to offer immersive engagements and curated culinary delights informs our approach. We’re setting a new benchmark where every detail, from entry to exit, contributes to a stress-free, epic experience.”
Monalisa Mandal, Sr. VP Marketing, DeVANS Modern Breweries
“Six Fields stands for craftsmanship, authenticity, and a premium experience — qualities that resonate deeply with the world of live music and performance. The Enrique Iglesias tour presented the perfect confluence of global artistry and premium lifestyle, creating a natural fit for our brand.
Partnering with EVA Live allows Six Fields to engage with an audience that values experiences over possessions — consumers who are spontaneous, aspirational, and culturally connected. This collaboration is a part of our broader effort to build meaningful brand moments that go beyond the beverage, celebrating occasions where music, community, and great beer come together.
We have launched our latest Six Fields campaign “No Matter the mood, Make it good” – The campaign celebrates living every moment to the fullest, with authenticity and optimism. Music, especially live music, mirrors that same spirit — it brings people together, uplifts energy, and transforms moods. We’re curating immersive brand experiences around the concert that go beyond just on-ground visibility. From exclusive Six Fields lounges and themed bar experiences to quirky merchandise and influencer engagements, our focus is on giving consumers a taste of the Six Fields world — sophisticated, relaxed, and full of flavor.”
We’re also extending the celebration beyond the venue with digital contests, social engagement campaigns, and exclusive giveaways that let fans express their own mood with Six Fields. Whether it’s relaxing with friends, celebrating a big night out, or simply soaking in great music — our aim is to make sure that whatever the mood, with Six Fields, it’s always good.
As live entertainment continues to evolve, brand collaborations are no longer peripheral—they are central to crafting experiences that resonate. These partnerships represent a convergence of business objectives and cultural relevance, setting a new benchmark for integrated consumer engagement.
