Seagram’s Royal Stag has rolled out the fourth edition of Royal Stag BoomBox – The Original Sound of Generation Large – with a large-scale launch at Aquatica Ground in Kolkata on February 21, marking the start of its four-city tour. The property reflects the brand’s ‘Living It Large’ positioning, combining Bollywood melodies, hip-hop beats, immersive art, culture and gaming to deepen youth engagement.
The Kolkata leg drew thousands of attendees, underlining rising demand for hybrid entertainment formats that merge live music with interactive experiences. The venue was transformed into a multi-sensory destination featuring gaming face-offs, interactive zones, vibrant installations and curated food offerings. The line-up included Payal Dhare, DJ Sahil Gulati, Dino James, Fossils and headliner Armaan Malik, reinforcing the platform’s cross-genre appeal.
Artists highlighted the collaborative spirit of the festival. Armaan Malik noted the unifying power of music across generations, while Fossils described the event as a reflection of India’s evolving soundscape. Dino James, DJ Sahil Gulati and Payal Dhare emphasized the high-energy audience response and the seamless integration of gaming and music.
Following Kolkata, the festival will move to Vizag (March 7), Mumbai (March 21) and Mohali (March 28), expanding its footprint in India’s fast-growing live entertainment and experiential events market.
