India’s biggest branded live IP hits new heights with a first-of-its-kind in-flight concert; Kolkata to host its grandest on-ground edition yet
India, August 3, 2025: As Friendship Day approaches, House of McDowell’s Soda Yaari Jam—India’s biggest branded live IP—has redefined how friendships and music are celebrated. In a landmark moment, the platform recently took the spirit of yaari sky-high with India’s first-ever mid-air concert, featuring top music and comedy talent in a once-in-a-lifetime in-flight experience.
Flying at 36,000 feet, the exclusive Yaari Jam in the Sky brought together chart-topping artists KING and Karma, along with comedians Ravi Gupta and Gurleen Pannu, for an intimate, high-altitude celebration of music, laughter, and unfiltered friendships aboard a private charter. The event turned the skies into a stage, creating a cultural moment that fused entertainment with brand storytelling.
But the journey doesn’t stop there. The IP is now heading to Kolkata for its biggest on-ground celebration yet, with a powerhouse lineup that includes KING, iconic Bangla rock band Fossils, pop sensations Sanam, and rising star Bharg Kale. Scheduled for Friendship Day, the Kolkata edition promises to be a high-energy convergence of music, culture, and connection.
Having already touched over 50,000 live audiences across five cities, Yaari Jam continues to scale as a music-led friendship movement. The IP’s massive growth is powered by its collaboration with TribeVibe Entertainment, a BookMyShow Enterprise, further cementing its place as a flagship platform in the branded entertainment space.
About House of McDowell’s Soda Yaari Jam:
Launched as a celebration of real, unfiltered friendships, Yaari Jam has evolved into a national cultural property blending music, storytelling, and youth engagement. From intimate gigs to massive public concerts—and now, mid-air performances—the platform continues to break boundaries while championing the spirit of yaari across India.
