At Lollapalooza India 2026, These 5 Brands Went All In on Play
When Yungblud landed in Mumbai for Lollapalooza India 2026, fans were already waiting at the airport, chanting his name before he reached the festival grounds. Days later, Playboi Carti headlined Saturday night, performing to thousands of festivalgoers, many of whom had traveled across the country to be there. Linkin Park, one of the most requested acts, closed out the weekend in front of a massive audience of fans.
Live music in India is scaling quickly, and fans are showing up with the same intensity and intention seen in the world’s biggest markets.
For brands, that changes the brief. It’s not enough to show up. You have to build something fans want to step into.
Here’s how five global brands showed up and why it worked.
H&M Built a Multi-Sensory World
One of the most layered builds on the ground came from H&M. Fans moved through claw machines filled with limited-edition letters, beauty conveyor belts for quick touch-ups, and a small immersive sphere that pulled them into a swirling visual environment.
“We’re seeing customers embrace style as a form of self-expression, shaped by the intersection of fashion, culture and music. For young women in particular, this is reflected in how they blend global and local influences with digital culture at the centre – leading towards a more individual and fluid approach to dressing, that sits naturally with H&M’s vision of liberating fashion for the many.” – Helena Kuylenstiera, Director at H&M
Beyond the activation, H&M anchored itself in the music with its own stage and elevated viewing deck. The result was both presence and participation, with 88% of fans recalling the brand.
“Music is one of the most powerful ways we connect with our audience at H&M. We didn’t just show up, we curated an experience that reflected both the energy of the festival and the evolving relationship between fashion and music culture, while creating immersive touchpoints that extend how our audience engages with H&M beyond our core offering.” – Bianca Franklin, Global Business Development, Brand Experience & Music at H&M
Google Made Search a Playground
Google made Search something you could move through, giving a whole new meaning to “Google Slides”. Fans followed interactive prompts and visuals that led to a slide into a ball pit, sliding straight into the festival weekend.
It turned a familiar behavior into a moment people shared and remembered.
Airbnb Took Fans Backstage
From artist entourages to private performances, Airbnb opened up parts of the festival most people never get to see. Fans stepped into backstage tours offering an unforgettable glimpse into the world powering one of India’s most anticipated music festivals.
That access translated, with 70% of fans saying the brand felt like a natural fit for the festival.
“At Airbnb, we’re Seeing more travelers build entire trips around live events, combining music, culture, and community” – Alexis Santoro, Global Partner Marketing at Airbnb
Budweiser Became the Center of the Festival
Lenovo Built for Creation
Inside the Creator House, fans didn’t just watch, they made. Gaming, music, and design tools turned the space into a hands-on environment that reflected how this audience already engages with culture.
The Power of Play
At a festival, play shapes how people move, where they stop, and what they remember.
Live music creates a mindset where fans are more open, more curious, and more willing to engage. 91% of global fans say it makes them more likely to try something new.
At Lollapalooza India 2026, that showed up clearly.
Fans lined up for the Budweiser Ferris wheel.
They went down the Google Slides.
They found their way backstage with Airbnb.
They stayed in spaces where they could make things and be creative.
71% of fans engaged with a brand onsite. Nearly half talked about brands during the weekend.
Different experiences. Same result: people stayed and played.
