Medusa Beverages has teamed up with popular rapper and pop star Yo Yo Honey Singh as the official pouring partner for his upcoming concert in Delhi. The event is scheduled to take place on 14 March at the Indira Gandhi Indoor Stadium. The collaboration brings together one of India’s most recognized music icons with the country’s fast-growing beer brand for an evening of music, entertainment, and celebration.
As the official pouring partner, Medusa Beverages will manage beverage service across the venue, aiming to enhance the overall concert experience for attendees. The company plans to set up three dedicated bar areas inside the stadium to ensure smooth and efficient service during the event. Fans will also be able to enjoy two of the brand’s popular variants — Medusa Air and House of Dragons.
The concert is expected to draw a large and diverse audience of music lovers. Medusa will also create a strong on-ground presence with branded installations, display flags, and promotional elements designed to engage directly with the crowd and highlight the brand’s youthful and energetic identity.
Commenting on the partnership, Gaurav Sehgal, Vice President of Marketing at Medusa Beverages, said the brand believes in being part of cultural moments that bring people together. He added that partnering with Honey Singh’s Delhi concert provides an opportunity to connect with new consumers in an environment where music, celebration, and community come together.
The Aabkari(Abkari) Times magazine occupies a unique niche in the Indian media landscape. As the only Hindi monthly magazine dedicated to alcohol, liquor, excise, and allied industries, it caters to a specific audience with a specialized knowledge base.
