Brands that hit the right note with Diljit Dosanjh's Dil-Luminati Tour
Discover how brands hitched a ride on Diljit Dosanjh's electrifying Dil-Luminati Tour, infusing fan experiences with savvy partnerships and creative marketing.
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Diljit Dosanjh's Dil-Luminati Tour isn't just a concert series; it is brand bonanza that had fans hooked with immersive experiences and unforgettable moments.
A wave of brands across categories from luggage to food delivery, investment apps, and apparel seized the opportunity to engage audiences by integrating their products with the tour.
Here's a roundup of the brands that turned up the tempo, seamlessly blending their offerings with the magnetic persona of Diljit.
1. Mokobara
A luggage brand with a journey as compelling as its products, Mokobara has risen to fame in the D2C travel space since its inception in 2019. The brand's collaboration with Diljit is a testament to their bold, aesthetic alignment. With Mokobara's products featured front and center during the concert, the brand capitalized on the global surge in travel. Interestingly, the partnership follows their prior association in the movie Crew, reinforcing a strong, organic brand narrative.
2. Lemonn
Lemonn, an investment app with a quirky personality, added a zesty twist to Diljit's "Lemonade" song by having a giant lemon mascot dance on stage with the singer. This playful integration brought a fresh burst of energy to the tour, engaging fans with Lemonn's Lemon Man, who left audiences buzzing with brand recall as they enjoyed the concert's high-octane vibe.
3. Jeevansathi.com
Tapping into the tour's youth-centric crowd, Jeevansathi.com used an unconventional approach by distributing free water bottles to single attendees. This guerrilla marketing move not only engaged concert-goers with fun, practical merchandise but also subtly promoted the brand's mission of bringing singles together.
4. Levi's
One of India’s most beloved denim brands, Levi’s, made a fashion statement by launching exclusive Diljit Dosanjh merchandise in celebration of the tour. Dropped on October 15, the collection offered fans a way to wear their fandom, with bold prints and signature washes capturing the essence of Diljit’s dynamic performances. For an added personal touch, fans could customize their merchandise with limited-edition pins and patches at Levi’s Tailorshops, bringing the brand even closer to the hearts of Diljit’s audience.
5. OYO
Hospitality brand OYO took a lighthearted approach with an outdoor ad campaign inspired by Diljit’s tour anthem. With clever wordplay on his popular song “Naina,” OYO’s tagline – “Naina Da Kehna, Ni Assi Tere, Nearby Hi Toh Rehna Hi” – humorously emphasized its proximity-focused services. The ad campaign, offering discounts of up to 70%, was a delightful mix of fan engagement and brand promise, making OYO a memorable part of the tour.
6. Zomato
With the launch of Zomato Live, the food delivery giant expanded its footprint into entertainment by encouraging users to discover live events. Featuring Diljit and comedian Rahul Dua, Zomato's digital campaign invited fans to book tickets via the LIVE tab, creating a seamless connection between dining and live entertainment. The collaboration tapped into Zomato’s massive user base, enhancing brand engagement beyond the plate.
On another interesting note, Zomato's CEO Deepinder Goyal couldn't contain his excitement and braved Delhi traffic to reach Diljit's concert.
7. WokTok by Veeba
Diljit gave fans a peek into his pre-show routine during his tour, sharing a playful Instagram story of him preparing a quick snack. Right before hitting the stage, Diljit whipped up a cup of WokTok Chowmein noodles, showing fans his relaxed, off-stage side with a 'how-to-make' video. The clip captures him humming a tune while cooking, revealing that his backstage fuel isn't just his music-it's also WokTok's bold flavours.
The video was also shared by Viraj Bahl, Founder & MD of Veeba on his LinkedIn. "What a sight—Diljit Dosanjh, backstage, casually enjoying a cup of WokTok noodles before stepping out to an excited crowd in Delhi! Seeing WokTok be part of these unfiltered, real-life moments is exactly why we created it: to be that delicious, easy pick-me-up for anyone, anywhere. Thank you, Diljit bhai, for bringing WokTok along for the ride! Here’s to the magic that happens when good food meets great music," he shared.
Diljit Dosanjh's Dil-Luminati Tour is a masterclass in cross-promotional marketing, with each brand bringing its unique vibe to amplify the fan experience. From stylish apparel and lively mascots to smart guerrilla tactics, these brands struck a chord with Diljit's diverse fan base, creating memorable interactions and strengthening brand loyalty in the process.
