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BriefBrief

bulletsMahindra Blues Festival as an idea originated when Mahindra & Mahindra sought to urbanize its automotive business in the eyes of Indian consumers when it launched a new range of vehicles

ApproachApproach

bulletsThe strategy was to give back to the highest Mahindra-tractor-buying community in the US by celebrating a significant part of their (US) culture, in India – the birthplace of Mahindra & Mahindra

bulletsMahindra Blues Festival is India’s first ever authentic, international-quality, premium Blues music experience that endears Mahindra to Indian consumers & a completely new 30+ refined Blues-loving audience

ImplementationImplementation

bulletsOver the years, Mahindra Blues Festival has developed a loyal international community & grown a large community of Blues in India that shows in the music, the artists and the quality of the festival

bulletsWe are the first music festival in India to record and master the entire festival on Dolby Atmos Sound

bulletsThe festival is also the first successful green event initiatives in India, where the carbon footprint is subsidized through efforts for waste management and keeping the festival plastic free

bulletsWe’re also the 1st festival to have created an International edition of MBF in Chicago, USA

Key HighlightsKey Highlights

bulletsMahindra Blues Festival is Asia’s Largest Blues festival and has no competition even in Year 9

bulletsIn a historic first, MBF an Indian music festival was nominated for the “Keeping the Blues Alive” Award by the Blues Foundation of America

bullets1st Indian festival in USA with Weekend Blues (an extension of Mahindra Blues Festival) since 2015 at Buddy Guy’s Legends club in Chicago

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