Here is Why Justin Bieber’s Debut Managed by White Fox India Was a Glowing Success

Entertainment | May 12, 2017 | Feature

Justin Bieber White Fox India Deepak Choudhary

May 10, 2017, was nothing short of historic for the Indian event industry on not just one but multiple parameters. Firstly, the day saw one of the biggest Pop music sensations of the world - Justin Bieber debut in India. Secondly, this was no small gig or vanilla album promotion; the concert was of a humongous magnitude backed by an investment of USD 4 Million and featured the DY Patil Stadium packed with over 45,000 roaring Beliebers. Last but not the least, we should not forget that the entire concert planning, management, and execution was managed by a relatively new event agency on the block - White Fox India.

In this exclusive feature, we give you a lowdown on the White-Fox-India-managed India leg of Justin Bieber’s Purpose Tour, and share with you why it emerged as a roaring sucess despite all odds.

Production & Sound

The production for the entire concert was truly international, to say the least. The show’s staging delivered extremely well thought-out showmanship, with lasers, fireworks and video montages, smoke machines, pyrotechnics along with heavy guitar riffs and drum beats. White Fox India revealed to us that the entire production of the main stage was managed by Bieber’s own international crew; however, the sound tech and set-up for the concert (all top-notch!) was managed by with tech support from Harman International.

Commenting on production and tech setup of the event, Deepak Choudhary, Director, Event Capital who attended the event stated, “The production & sound setup was truly international and was impressively managed. Right from the main stage to even the general stands, the sound was magnificent and in fact, Beliebers in that area enjoyed and danced throughout his 90 minutes’ performance.”

Concert and Crowd Management

Contrary to what is being circulated on social media, we found the crowd management for the concert more efficient than other festivals organised recently in the country. The Box-office was placed in the perfect location with ample distance from the concert ground to not create any chaos. Also, the traffic management to and from the DY Patil Stadium was smoothly executed with minimal issues.

The organizers of the concert were quick to think on their feet and provided instant solutions to problems faced by attendees. The security of the festival was first-rate with undercover policemen present throughout the stadium and keeping a strict watch on every aspect of the crowd.

Celebrities like Alia Bhatt, Arjun Rampal, Sridevi, Boney Kapoor, Ayaan Mukherjee, Aditya Thackeray, Arpita Khan, Dia Mirza, Sophie Choudhary, Raveena Tandon, Mahima Choudhary, Remo Fernandez, Pooja Hegde, Urvashi Rautela, Huma Qureshi, Poonam Dhillon, Sonali Bendre, Urvashi Rautela, Bipasha Basu, Armaan Malik, Arbaaz Khan, Malaika Arora Khan, were spotted on the red carpet. The fact that they attended the festival and went back with smiles on their faces without facing any issues with the crowd says a lot about the impeccable management by the organisers.

Bieber’s Performance

A lot is being talked about how Bieber’s performance was lip-synced. Here, we would like to establish the fact that Bieber is not a great performer, to begin with. However, he is a global icon who enjoys cult following around the world and his fans love him for who he is and whatever he does.

Talking about it, Deepak Choudhary elaborated, “The targeted audience for the festival was teens & young adults and they loved the concert and enjoyed every minute of it. The euphoria and applaud on every move by Beiber was incredible. As far as him lip-syncing to the songs is concerned, he did perform a couple of tracks on the guitar as well. Also, internationally at concerts, many a times lip-syncing is done, so it is quite normal.”

Experiential Quotient

The concert also saw a brand integration of sponsors such as JIO, Bajaj Electricals, ONLY, Ultra, Hike messenger, Skybags, Spicejet and partners such as Hungama, Uber, OYO, PVR, Bookmyshow, Capital Group, CASHurDRIVE, and others. Additionally, the mini version of the Grub Fest at the stadium was a bonus for the festival attendees. The food area as well as other areas of the festival were neatly chalked about. Brand stalls were planned fabulously as well, revealed attendees. 

The Organizer Speaks

Arjun Jain, Managing Director, White Fox India states, "It was truly a magical night that will go down in the history of live events in India. This event has set new benchmark in the entertainment industry and we have successfully executed and delivered a stadium show of this magnitude. There have been a few on ground issues that will be addressed but ticketed arena shows of this scale always attract glitches not just in India but around the globe. The most important facet to be considered is that India got to witness a pop act of this scale and this event will open up the doors for other pop acts who wish to visit the country. We are very grateful to all our partners who have relentlessly supported us in making this event a success.”

Overall Review

All things said and done there is still one lingering question that needs to be answered- was the Justin Bieber Concert in India perfect? No, as we cannot overlook the obvious glitches that emerged on-ground at the festival and the organizers are aware about it too. The urinals were horrific, water was not free, last minute ticket sales could have been better organised. But, as it’s said, a million-mile journey begins with a single step and that is what White Fox India has embarked upon and they deserve all the praises in the world for it.

Also, Dream N Hustle Media deserves a special mention for a running a thundering 3 month PR campaign that has been evaluated close to 4.25 crores of media value with more than 2.5 lakh national + international impressions till date. 

Pulling off a concert like this is a daunting challenge but White Fox India managed to attain the impossible with a bright smile on their faces. For the first time in India, a concert this huge was organised and targeted only for teens and young audiences. Clearly, the concert was a slap on the faces of all who believed that Indian audiences will not respond to world-class events. Also apparent is the fact that there is indeed a market, and  audience for such events and we are standing at the cusp of a revolution, as we get ready to welcome more global artists and international level events on Indian soil. 

We give you a lowdown on the White-Fox-India-managed India leg of Justin Bieber’s Purpose Tour.

Subscribe to Newsletter



Twitter Feed

Facebook Connect

Recent Headlines


View All


View All


View All