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Watch out for the popular band-brand associations this quarter

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What do an alcohol brand, a premier car maker, and a lifestyle apparel brand have in common? Well, they are all major sponsors towards music festivals this quarter. Sula, Mahindra, Harley-Davidson, Vero Moda, are few brands that will associate themselves with the most popular leveller for the youth – Music Festivals. Brand associations with music festivals is seeing an upsurge over the years, and the first quarter of 2014 will witness some of the most-awaited attractions



India Bike Week: The second edition of this unique festival will be held in Goa. The expected footfall is 10000+ and around 70 brands are poised to join in as partners. Harley-Davidson, FOX Traveller, Castrol are major sponsors for the event. Apart from the music extravaganza, there’s an exposition onsite for bike enthusiasts. The festival will be held between January 17 – 19, and the line up includes Chris Simmons (UK), Dualist Inquiry Band, The F16s, DonnBhat + Passenger Revelator and The Vinyl Records.



Sula Fest: One of the biggest winemakers of the country – Sula Vineyards will be hosting this festival at its flagship vineyards in Nasik. To be held between February 1 – 2, this fest is expecting close to 8500 music and wine lovers. The line up this year features Gypsy All Stars (featuring former members of Gipsy Kings), Dub Pistols (UK) Susheela Raman, Avial and WinitTikoo. The revellers get to enjoy grape stomping, wine tasting and the winery tour as well, at the peak of the harvest season. This year, Sula Fest has an added attraction – a Fashion Show. This event is presented in association with Vero Moda. Other sponsors on board include Blue Frog, VH1, Budweiser, among others



Mahindra Blues: The most awaited Blues festival will be presented by Mahindra, to be held in Mumbai between Feb 15 – 16. The line up includes Jimmie Vaughan, Tedeschi Trucks Band and more.Now in its fourth edition, the festival has Laqshya Media Group, Rolling Stone, Johnny Walker and Economic Times as sponsors, and is organised by Orange Juice Entertainment. The previous edition saw a footfall of close to 3500 enthusiasts.



World Sufi Spirit Festival: The second edition of this niche music festival is set to enthral the cities of Nagpur (February 17 – 19) and Jaipur (February 21 – 23). The USP this year is the attraction of hosting popular singers from Pakistani Coke Studio. Confirmed artistes in the line up include Kavita Seth and Javed Bashir. Various other artists from Iran, Morocco, Lebanon, Azerbaijan, Tajikistan are expected to bring alive the Sufi music tradition. The event speaks of brand associations such as Air India, Jodhana Heritage Resorts, Aga Khan Trust for Culture, Grallo, among others.



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