India, December 2023 – Global beer brand Corona, renowned for its celebration of moments of disconnection, introduced an unparalleled experience at India’s most premium music festival- Magnetic Fields. Set against the charm of the Alsisar Mahal in Rajasthan, the brand created a luxurious retreat in the middle of the desert to give festival-goers an oasis to unplug & foster memorable connections.
“The Magnetic Fields embodies the very essence of Corona’s spirit – a true escape from your daily routine”, said Vineet Sharma, Vice President, Marketing & Trade Marketing, AB InBev India. “As a brand that stands for disconnection, we took a fresh take on experiences at the festival. Corona recognized that for consumers, Magnetic Fields is not just about the music but also the thrill of discovery, incredible conversations, and a much-needed downtime away from the hustle and bustle of cities. The Corona Retreat & The Corona Sundowner stage at the festival were an ode to bringing this alive. Partnering with like-minded festivals helps bring alive our unique proposition that is the perfect blend of relaxing in nature and unwinding with music & friends.“
Magnetic Fields was the perfect platform for Corona to amplify the feeling of relaxation and rejuvenation that nature provides us while also doing better for the environment.
The Corona Sundowner stage was unlike any other at the festival. Perched on the palace rooftop, it offered an uninterrupted view of the setting sun against the desert horizon – an epitome of the moment of disconnection. This breathtaking panoramic setting was perfectly complimented with an intimate rooftop session with live music that serenaded the audience into the night.
The stage had an enviable line-up that featured a brand-new live show titled ‘Etymon’ from Delhi-based producer Vridian, as well as an infectious set from the composer Alboe. Other notable performances included Bengaluru’s DJ and producer Unnayanaa’s fresh set ‘Osmosis,’ and debut sets by young and upcoming producers – Sanoli Chowdhury and Angus 12. American producer and trumpet player Kareem Ali presented a live, captivating act.
Corona unpacked its narrative through the line by collaborating with artists playing at the Sundowner stage and telling their stories and experiences with a soon-to-be-released series – Logged Off Tapes.
The Corona Retreat was an oasis in the middle of the desert, designed to immerse guests in their natural surroundings while giving them a front-row seat to picture-perfect sunsets.
Nestled between the dunes of Alsisar, the inspiration behind this space was to create an escape for consumers to come together and experience a peaceful getaway from the hustle of the festival. The Sunset Deck at the Retreat presented the perfect spot for unwinding whilst enjoying the surreal sunsets against the backdrop of the desert – a sight hard to find in today’s age of concrete jungles and closed arenas.
An array of activities awaited festival-goers, fostering connection and lasting memories. Slow Tattoos and live screen printing allowed consumers to express themselves and personalize their experience, crafted with Corona and limes.
Setting a new precedent in environmental consciousness within festival culture, Corona unveiled a pioneering bottle return mechanism at recent festivals. Festival-goers were encouraged to return their empty Corona bottles through a unique initiative, which not only aimed to foster responsible behaviour but also offered participants exclusive experiences as incentives.
The bottles collected through this initiative were turned into sand and will be expressed as art in the upcoming festivals. A brief glimpse of this was showcased with live sand art.
Corona’s dedication to curating exceptional experiences and aligning with its audience’s passion points was evident throughout all initiatives at the Magnetic Fields. It embodied shared experiences, where the magic of music converged with nature’s beauty, elevating the overall festival experience.
