Viacom18 LIVE launches ‘Vh1 Lift Off’, India’s newest culture platform

Viacom18’s experiential & LIVE entertainment business, Viacom18 LIVE, renowned as the official curator of Vh1 Supersonic (India’s first multi-genre music & lifestyle festival), is all set to introduce another unique and experiential festival, ‘Vh1 Lift Off’.
This new IP will be a landmark event set to bring together a host of experiences and sub-cultures, elevating India’s urban cultural scene.

As a celebration of 50 Years of Hip Hop and built with its culture and its community at heart, the IP aims to work towards creating a platform that is both relevant and beneficial to creators, brands, and consumers alike.
Addressing a unique gap in India’s experiential urban sub-culture landscape, Vh1 Lift Off, unlike any other large-scale culture platform in the country, broadens the narrative beyond music and encompasses a multitude of subcultures. It speaks directly to today’s youth, offering an additive cultural experience that resonates with their diverse interests.

Gaurav Mashruwala – Head Viacom18 Live said, “At Viacom18, we take pride in setting the stage for a new and unparalleled cultural experience with our latest IP, ‘Vh1 Lift Off’. Vh1 Lift Off is a platform that allows us to broad-base the narrative beyond music and speak to varied subcultures and communities all at once, with the idea of ‘lifting them off’ through this platform. We are happy to bring this unparalleled experience in the culture space, knowing fully well that brands associate with the youth and sub-cultures, and therefore giving an opportunity for them to work with each other at such a large scale.”