The Green Room Sessions have been conceptualized as contagious social experiences that fit with Heineken's ‘Open Your World' positioning, and will strongly stand out in the Indian music market. This initiative seeks to create exclusive venue spaces that contain unique, art-driven space design and cutting-edge performance experiences. The brand's target audience is taste-making young metropolitan Indians.
On the agency's role in managing Heineken Green Room Sessions, Arjun Bahl, Owner, Crayon Events and Entertainment commented: "I handled the full production, including the artist management and designing of the venue in Delhi. We will be doing only the talent management for the other two cities and DNA has been mandated with the production of the events. We are working with the best vendors to execute the event."
The brand wanted an artist within the intelligent dance music realm, someone with an ‘indie' following who is decidedly not mainstream. Bahl remarked: "Wieden + Kennedy wanted to do something at an unconventional venue with an unconventional artist. So, Wieden + Kennedy and Crayon did some research and came up with American DJ and electronic musician Mux Mool and model Bhawna Sharma, who seemed most suitable for the Green Room Sessions at all three cities."
The brand expects a great deal of buzz and press coverage around the artist performing in India. These sessions are intended to be much more than just another live music event or DJ tour. The brand conceptualizes these sessions as being intelligent, interactive, and experiential. The venue spaces have been specially designed for the event with installations, projections, and interactive tech elements. The performances have two parts consisting of an interview with Bhawna Sharma about the artist's genre/creative style, which is followed by an hour and a half to two hour live set by the artist.