During the first of Coldplay’s three Mumbai concerts, band frontman Chris Martin surprised the audience by reading out placards held up by fans and even saying “Jai Shri Ram” after spotting it on a sign. Coincidence? Scripted?
Call it what you may, but establishing a connection with fans has always been the most sustainable marketing strategy for a brand. Those that established this connection have a loyal fan base that is ready to loosen their purse strings for that product or service.
Tickets for Coldplay’s 2025 concerts in India ranged from `2,500 to `35,000 (for VIP lounge tickets). Last year, when tickets for the India leg of the band’s Music of the Spheres world tour went on sale, over 13 million people queued up virtually to purchase the 1,50,000 available tickets for three shows in Mumbai. BookMyShow, which manages the ticketing, struggled with the demand and saw tickets sell out within minutes. Two more shows were later added in Ahmedabad to cater to the massive demand.
None of the other global artistes that performed last year saw the kind of excitement that Coldplay has managed to generate. Performers like Maroon 5 and Dua Lipa put on phenomenal shows but don’t really connect with audiences in the way that Coldplay does. “From working with Bollywood stars to Indian production teams, Coldplay nailed the East-meets-West vibe,” says Bhakti Vaza, assistant manager, account management, BC Web Wise. “Other global stars have stuck to their usual routines without much effort to blend in.”
Adds Anil Makhija, COO for live entertainment & venues, BookMyShow, “Coldplay’s appeal transcends music, delivering an unparalleled spectacle filled with energy and emotion.” With fans travelling from over 500 cities and 28 states to its Ahmedabad leg, the tour exemplifies the rise of music tourism and the growing accessibility to world-class performances. As per Statista, the live events market in India was valued at `88 billion in 2023, and is set to reach `143 billion by 2026. In 2024, that number is estimated to have crossed `100 billion, with a huge line-up of performances from Maroon 5 and Dua Lipa to Bryan Adams and Ed Sheeran.
Cementing connection
Coldplay’s India connection began to really blossom in 2016, when the band also released its popular single ‘Hymn for the Weekend’ with a music video featuring Sonam Kapoor shot in India complete with Holi colours and temples. The British rock band’s Global Citizen show in Mumbai the same year saw a turnout of 80,000.
Harikrishnan Pillai, CEO & co-founder, TheSmallBigIdea, says there are two broad categories of fans in India that have been flocking to Coldplay’s shows. The first are the hardcore fan base who know the songs well, follow the band and are passionate about the music. The second are those with high disposable incomes and who are drawn to the growing concert culture. The second category of fans are there for the experience and often include influencers and content creators. They generate hype on social media for the band even though they may not be very familiar with its music.
What stands out for concert-goers is the kind of immersive experience that Coldplay creates. A standout feature at Coldplay shows is the use of Xylo bands, LED wristbands given to attendees that light up in sync with the music. Also thrown in are quirky elements such as moon goggles that create a celestial viewing experience.
The band’s deepening connection with India is a blend of “cultural resonance, increased digital accessibility, economic growth, and their commitment to delivering unforgettable live experiences”, says Aditya Premani, co-founder & head of social, Social Pill.
For his part, Rajeev Raja, founder of sonic branding firm BrandMusiq, credits the band frontman Chris Martin for fostering strong connections with Indian audiences. “Take his recent performance in Mumbai last weekend. From his shoutout to Bollywood’s King Khan (Shah Rukh Khan) and cricketer Jasprit Bumrah to his apology for Britain’s colonialism, he really knows how to win Indian hearts,” observes Raja. “Across their shows globally, Chris Martin has expressed support for causes such as peace in the Middle East and climate justice, which appeal to most audiences and GenZ in particular,” adds Pillai of TheSmallBigIdea .
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