Siliguri witnessed a high-energy live entertainment showcase as Fossils headlined the House of McDowell’s Soda Yaari Jam, drawing an electrifying turnout in the city. Produced and promoted by TribeVibe Entertainment, the event highlighted the growing commercial scale of branded music properties beyond metro markets.
The legendary Bengali rock band delivered a power-packed set featuring iconic tracks such as ‘Hasnuhana’, ‘Aro Ekbar’, ‘Bishakto Manush’, ‘Neel Rong Bhishon Priyo’ and ‘Ekla Ghor’, turning the evening into a large-scale celebration of live music. The band said, “Siliguri was incredible. When the audience sings every word back to you, it creates a connection that’s hard to put into words. The energy and love we received were deeply gratifying.”
Shoven Shah, Founder and CEO, TribeVibe Entertainment, said the response reaffirmed that impactful live experiences are not confined to metro cities. Varun Koorichh, Vice President and Portfolio Head, Marketing, Diageo India, noted that House of McDowell’s Soda Yaari Jam — India’s largest branded music IP — connected over 50,000 consumers across five cities last year and will expand to 15 cities this year, targeting over 1,00,000 consumers.
The scale of turnout signals Siliguri’s emergence as a strategic growth market for branded live events in North Bengal. With a strong youth demographic and rising consumer engagement, the city is increasingly attracting national music IPs seeking deeper regional penetration and brand visibility.
