Magic Moments returns as sponsor of Bollywood Music Project’s 10th edition

Radico Khaitan’s vodka brand Magic Moments has renewed its partnership with Bollywood Music Project (BMP) as the ‘Powered By’ sponsor for the festival’s 10th anniversary edition, scheduled for October 24 at Jio World Garden, Mumbai.

The milestone edition will feature over 20 artists spanning Bollywood, indie, folk and Sufi genres. The lineup includes Himesh Reshammiya, Anu Malik, Amit Kumar, Shilpa Rao, Roop Kumar Rathod, Palash Sen of Euphoria and Kutle Khan, among others. Tickets are available on District.

The partnership marks a decade of BMP, which was launched in 2016 and has grown into one of Mumbai’s notable music festivals. Its previous edition drew an audience of over 20,000. The festival has built its identity around bringing together established playback singers, composers and independent artists across musical traditions on a single stage.

Magic Moments, which crossed 8.5 million cases in FY2026, has used music sponsorships as part of its broader consumer engagement strategy alongside product initiatives such as its Remix range and Flavours of India expressions.

Radico Khaitan CMO Kunal Madan described music as a platform that “brings people together across generations,” while BMP founder Deepak Choudhary said the 10th edition would see the festival dial up “scale, production and sonic diversity” compared to previous years.

Published on October 23, 2026