At Sunburn Mumbai 2025, held from December 19–21, a notable on-ground execution reflected the growing operational focus on influencer and creator management within large-scale live music festivals.
During the three-day event, Tuborg, an official sponsor, deployed HIJACKK, a double-decker bus operated by MovingCart, as part of its influencer and creator operations. Across all three days, invited influencers and brand contest winners were transported to and from the venue using the bus.
During festival hours, the bus remained stationed in the parking area and was repurposed as a dedicated on-ground space for waiting, interaction, and content creation. A DJ setup operated on the upper deck, while the interiors were used by creators between performances, offering a controlled environment for downtime and preparation.
Operationally, the bus functioned as an additional layer within the overall festival setup, supporting movement coordination, downtime management, and creator workflows throughout the event duration. The execution highlighted how branded infrastructure can be integrated into live events to meet functional requirements rather than serving solely as a visibility-led activation.
The initiative also reflects wider industry trends. India’s influencer marketing market has scaled rapidly, with 2024–25 estimates running into several thousand crore rupees and projected growth of around 25 percent, increasing expectations on live events to support creators with usable on-ground infrastructure, as indicated by industry outlooks and Business Standard.
At the same time, the live events and out-of-home experience ecosystem continues to expand, with media and entertainment projections from PwC pointing to rising spends on event-led formats, making operational learnings from large festival deployments increasingly relevant for the industry at large.
