Bira 91 Set to Experientially Engage its TG with the Debut Edition of April Fools’ Fest

Entertainment | March 30, 2018 | News

Bira 91

India’s much-loved beer brand, Bira 91 is officially launching one of its first initiatives in the world of event intellectual property space with the debut edition of Bira 91 April Fools’ Fest slated to be held on March 31st and April 1st, 2018 at the NSIC Grounds, New Delhi.

While previously the beer brand did associate with the Magnetic Fields Festival for the curation of one of the main stages of the festival, however, with the Bira 91 April Fools’ Fest, the brand has launched for its audiences its core brand premise of ‘Make Play’. The core philosophy of 'Make Play' by Bira 91 thrives on the aspiration of making even the most mundane of days and moments interesting through Bira 91. The official movie of the brand premise was shown to a select group of audiences at a private screening recently and will be launched for the Indian and International audiences through traditional marketing mediums shortly.

The Bira 91 April Fools’ Fest has already generate a lot of hype amongst the targeted audiences of the brand and packs an interesting lineup of performing artists and stand-up comedians for the same.


The music stage of the festival will feature an eminent music programming line-up that includes the likes of Nucleya, an Indian electronic music producer, Divine (Gully Gang), an award-winning rapper and hip-hop artist from Mumbai; Raja Kumari, An Indian-American songwriter, rapper and recording artist from Claremont, California; LushLife, an American rapper and record producer from Philadelphia; PrabhDeep a 23-year-old rapper who has taken the Indian hip-hop scene by storm; DJ Ishani, the first lady of Indian Hip-Hop; MadStarBase, an international music collective representing USA, UK, India, and Jamaica; DJ Uri, a product of the 80’s Breakdance, Hip Hop & Acid House era; DJ MoCity, a music entrepreneur with a passion for authentic music from all around the world and Anik Khan, a Bangladeshi-American rapper.


The comedy arena on the other hand, will present laugh-a-minute names like Sumukhi Suresh an actor, stand-up comedian, writer and director from India; Anu Menon, an Indian film director and writer; Neeti Palta, India's favourite female stand-up comedian; Aditi Mittal, an Indian stand-up comedian, actress and writer; Aadhar Malik, an Indian actor, musician, stand-up comedian and a part of the popular comic group, Schitzengiggles Comedy; Sahil Shah one of the founding members of East India Comedy and Atul Kharti, rated among the top Indian comedians by CNN-IBN, and was the only Indian to perform in the Hong Kong International Comedy Festival.

The festival will also offer to its audiences gastronomic delights at the F&B Zone, including Bira 91 ‘Hot Stuff’ which will have a curated spicy food menu; while other pop-ups will include Eggjactly, The Grumpy Old Man, Amma Haus, Asian Haus, Fat Lulus, Big Fat Sandwiches, Keventers, Imagine, Sugarthreads, Minus 30, and All Things Chocolate. Another massive highlight of the event will be the Bira 91 Cocktail bar where audiences will be treated with some spectacular beer cocktails created by stellar mixologists.

The festival will also launch the Bira 91 Merch Shop where visitors can get their hands on exclusive Bira 91 branded merchandise for the very first time. Also at the festival will be an immersive theatre section by Crow Experiences; where they’ll create a setup where guests meet and interact with characters and get absorbed in a world of experiential art.

All in all, the Bira 91 April Fools’ Fest 2018 promises to be an exceptional festival experience for the TG of the brand. Given that this is Bira 91’s first sincere effort to reach out to its audiences through the medium of experiential, it will be interesting to see how the audiences receive the event. ThoT Media has been roped in by Bira for the overall production and management of the festival.

Bira 91 April Fools’ Fest slated to be held on March 31st and April 1st, 2018 at the NSIC Grounds, New Delhi.

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