The aim of the property is to create a multitude of rock concerts that will not only provide entertainment but also support and hone upcoming talent. Harley Davidson is the title sponsor for the property which is being managed and executed by Sovik Events Pvt. Ltd. The property will be marketed through different media tools with on-ground activations taking the central role. To garner the necessary buzz for the event, promotions will take place across 24 colleges such as KC College, HR College, Mithibai, Narsee Monjee, Xaviers, etc., targeting the youth. Elements such as banners, standees, posters and leaflets will be deployed at strategic retail outlets and colleges. The event will be aggressively promoted on Radio City inviting people to take part in the three day affair. Digital marketing platforms will be used for further engagement.

The show will take place over three days where mall auditions will be conducted giving participating bands a chance to showcase the true rock spirit within. The contest will be judged by famous bands, Bombay Bassment and Blake. Winners will be announced on Aug. 25. They will get to play live with the judges on the final day in front of a large audience. Besides cash rewards, a gift hamper from Denver and vouchers from Juice Salon and Jammin will be given out.

Commenting on the initiative, Krunal Kurlawala, Director, Sovik Events Pvt. Ltd. said: "The empowered youth which rebels crossing boundaries, expresses his desires aloud, works toward achieving that which has been regarded as impossible. It is cult:ROCKERS which believes in them and gives them a youthful evening of pulsating and unadulterated rock music dedicated to the cult:"XTREME". With this motto we bring in Mumbai's most promising and upcoming bands under one brand and one motto cult:ROCKERS."

The initiative promises to boost the rock culture within the city along with providing an unadulterated rock music experience. List of sponsors and partners include Phoenix Market City, Denver, Woodland, Guju Ads, Jammin, Cloud 9, Coca Cola, Ayojak, Furtados and Carlsberg.