BookMyShow-RuPay announces ‘Live Events Passport' with exclusive access to Sunburn, Lollapalooza, Bandland & more
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Rising Live Entertainment Market in India
Integrated Digital and On-Ground Experience
RuPay, the global card payment network by the National Payments Corporation of India (NPCI), has entered into a year-long strategic partnership with entertainment platform BookMyShow to introduce the ' Live Events Passport ', combining seamless payment solutions with exclusive cultural and entertainment experiences for RuPay customers across India.Announced on Tuesday, the partnership will operate through both digital and on-ground channels, offering a unified entertainment and payment experience. NPCI stated that the collaboration will position RuPay as 'an enabler of rewarding and relevant experiences' beyond being just a payment method.Through the Live Events Passport, RuPay cardholders will gain special access to some of BookMyShow's biggest events, including Sunburn, Lollapalooza India, and Bandland, along with a wide calendar of concerts and shows listed on the platform.The benefits include early pre-sale ticket access, priority seating zones, curated food and beverage options, exclusive merchandise privileges, and fast-lane entry for on-site top-ups. Cardholders will also enjoy dedicated lounge spaces at select venues, similar to the VIP lounges offered by HSBC and Kotak Mahindra, for an elevated on-ground experience.RuPay will further enhance brand engagement by setting up experiential spaces at major events, featuring lounges and activation zones as premium hangout spots, integrating entertainment with lifestyle benefits.BookMyShow, a leading player in India's live entertainment sector, is expanding its portfolio of large-scale festivals and global acts. The company highlighted that the tie-up comes at a time when the Indian live entertainment industry is 'undergoing a remarkable transformation', driven by audiences seeking personalised, immersive, and value-rich experiences.With India's growing demand for live events—fuelled by a young demographic, rising disposable incomes, and greater access to international music and cultural festivals—collaborations like RuPay–BookMyShow represent a broader trend of payment networks and lifestyle platforms converging to offer bundled experiences.BookMyShow will integrate RuPay's payment solutions across major customer touchpoints, making ticket purchases faster while unlocking exclusive privileges. The partnership aims to strengthen RuPay's appeal among digitally savvy, experience-driven consumers, especially in urban and tier-1 markets.This alliance also aligns with RuPay's brand strategy to connect with high-engagement segments like sports, music, and cultural events, leveraging both online promotions and on-site activations.With the upcoming festival season, the collaboration is expected to drive early ticket sales and boost customer loyalty. For RuPay cardholders, the Live Events Passport offers a gateway to front-row access and VIP-style experiences at India's most sought-after entertainment events.
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