KING, Karma, and top comedians light up the sky as House of McDowell’s brings its iconic live IP to Kolkata next
National, August 4, 2025: McDowell’s Soda Yaari Jam, India’s biggest branded live IP, has redefined the friendship movement with a groundbreaking celebration that literally took off—launching the nation’s first-ever concert at 36,000 feet. The historic mid-air edition featured chart-topping artists KING and Karma, alongside comedians Ravi Gupta and Gurleen Pannu, transforming a private charter into an airborne fiesta of music, laughter, and unfiltered yaari.
The sky-high spectacle was part of a bold new chapter for the House of McDowell’s as it sets the stage for the largest on-ground edition of Yaari Jam yet—scheduled to rock Kolkata this Friendship Day. The upcoming event boasts a high-voltage lineup including KING, Fossils, Sanam, and Bharg Kale, promising to unite thousands in a celebration of friendship through music and culture.
Since its inception, Yaari Jam has brought together over 50,000 people across five major cities, evolving into a vibrant platform that celebrates the bonds of friendship through meaningful brand storytelling and disruptive experiences.
The IP is powered by TribeVibe Entertainment, a BookMyShow enterprise, and continues to push creative boundaries with immersive formats that blur the lines between live entertainment and community engagement.
“Yaari Jam is more than just a concert—it’s a movement,” said a spokesperson from McDowell’s. “By taking it to the sky, we’ve symbolized how far friendship can go when fuelled by the right vibe. Kolkata is next, and we’re ready to take it even higher.”
About McDowell’s Soda Yaari Jam:
An initiative by House of McDowell’s, Soda Yaari Jam is India’s largest branded live music IP, designed to celebrate the power of friendship through curated concerts, comedy, and storytelling. It continues to grow as a cultural mainstay that resonates with youth across the country.
