The National Payments Corporation of India (NPCI)’s worldwide card payment network, RuPay, has established a one-year strategic alliance with BookMyShow, an entertainment company, to introduce the “Live Events Passport”.
What is the RuPay–BookMyShow Live Events Passport?
For RuPay users throughout India, the programme seeks to offer seamless payment options together with unique cultural and recreational experiences. The collaboration, which was announced on 12 August, will function through both digital and physical touchpoints, guaranteeing a seamless payment and entertainment experience.
NPCI claims that this partnership will establish RuPay as more than just a means of payment but as “an enabler of rewarding and relevant experiences.”
Key Benefits for RuPay Cardholders?
In addition to the extensive calendar of live concerts and performances on BookMyShow, RuPay cardholders will have unique access to some of the platform’s most well-known events, such as Sunburn, Lollapalooza India, and Bandland, through the Live Events Passport.
Events Included in the Live Events Passport
Early pre-sale ticket access, priority ticketing areas, carefully chosen food and drink options, exclusive merchandising privileges, and fast-lane admission for on-site top-ups are all included in the perks package. Additionally, cardholders will have access to exclusive lounge facilities at a few locations, offering a more upscale on-ground experience akin to the VIP lounges offered by HSBC and Kotak Mahindra.
RuPay will build up its own experience zones at significant events to increase brand engagement. It is anticipated that these lounges and activation areas would function as first-rate locations for patrons to congregate, further fusing entertainment with lifestyle advantages.
BookMyShow on Expansion Spree
BookMyShow, a major force in India’s live entertainment market, keeps adding international performers and major festivals to its lineup. The partnership, according to the business, comes as the Indian live entertainment market is “undergoing a remarkable transformation,” propelled by consumers looking for experiences that are immersive, personalised, and packed with value.
A younger population, more disposable wealth, and easier access to international music and cultural festivals have all contributed to India’s significant increase in demand for live events. Partnerships like RuPay and BookMyShow are part of a larger trend in the industry where lifestyle platforms and payment networks come together to provide packaged experiences.
How This Partnership Boosts India’s Live Entertainment Market?
RuPay’s payment solutions will be integrated with BookMyShow into important customer touchpoints, facilitating quicker and easier ticket purchases and granting access to special benefits. It is anticipated that the collaboration will increase RuPay’s attractiveness to tech-savvy and experience-driven customers, particularly in tier-1 and metropolitan areas.
This agreement also fits with RuPay’s overarching brand strategy, which uses both digital marketing and in-person activations to link itself with high-engagement consumer groups, including sports, music, and cultural events.
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