Radico Khaitan’s Magic Moments Renews Sponsorship for Bollywood Music Project's 10th Edition

Radico Khaitan’s vodka brand, Magic Moments, has renewed its partnership with the Bollywood Music Project (BMP) as the 'Powered By' sponsor for the festival's upcoming 10th anniversary edition. The event is scheduled to take place on October 24 at the Jio World Garden in Mumbai.

Launched in 2016, the Bollywood Music Project has grown into a notable music festival in Mumbai, with its previous edition drawing an audience of over 20,000 attendees. The festival centers its identity on bringing together established playback singers, composers, and independent artists across Bollywood, indie, folk, and Sufi genres onto a single platform.

The 10th milestone edition will feature a lineup of over 20 artists. Confirmed performers include Himesh Reshammiya, Anu Malik, Amit Kumar, Shilpa Rao, Roop Kumar Rathod, Palash Sen of Euphoria, and Kutle Khan. Tickets for the festival are currently available on District.

For Radico Khaitan, the sponsorship aligns with a broader consumer engagement strategy that includes music partnerships alongside product initiatives such as its Remix range and Flavours of India expressions. According to company disclosures, the Magic Moments brand crossed 8.5 million cases in FY2026.

Commenting on the collaboration, Radico Khaitan CMO Kunal Madan stated that music serves as a platform that brings people together across generations. Meanwhile, BMP founder Deepak Choudhary noted that the 10th edition aims to increase scale, production quality, and sonic diversity compared to previous years.

"Brand sponsorships tied to cultural and live entertainment events represent a targeted approach to consumer engagement, particularly for established beverage brands looking to reinforce their market presence. Aligning with milestone editions of large-scale properties like the Bollywood Music Project allows brands to integrate directly with live audiences while complementing product-level expansions and distribution milestones." — Dr. Shishir Gupta, Founder & CEO, StartupLanes