BookMyShow, one of India’s leading live event promoters and ticketing platforms, has announced a year-long partnership with RuPay, the domestic card payment network under the National Payments Corporation of India (NPCI). The collaboration is designed to give RuPay cardholders a premium experience at some of the country’s most anticipated music and cultural festivals.
Exclusive Benefits for RuPay Cardholders
As part of this tie-up, RuPay users will enjoy:
- Early pre-sale ticket access to select events
- Priority seating zones and exclusive lounges for an enhanced on-ground experience
- Fast-lane top-up counters at event venues to reduce waiting times
- Special merchandise privileges and curated food & beverage options
These benefits will be available across both digital platforms and on-ground activations, ensuring a seamless entertainment and payment experience.
Major Festivals Covered Under the Partnership
RuPay cardholders can look forward to these perks at some of India’s most high-profile events, including:
- Sunburn Festival 2025
- Lollapalooza India 2026
- Bandland Bengaluru 2026 – which will shift from its traditional December schedule to February next year
The initiative aims to blend convenience with premium access, much like VIP experiences offered by leading global and Indian banks.
Growing Trend in Entertainment–Payment Collaborations
India’s live entertainment industry is witnessing unprecedented growth, driven by:
- A young and tech-savvy audience
- Rising disposable incomes
- Greater access to global music and cultural acts
This partnership is part of a broader movement where payment networks collaborate with lifestyle platforms to provide bundled, experience-driven offerings. Similar tie-ups have been seen recently, such as EVA Live’s collaboration with MasterCard, highlighting the competitive push in this segment.
RuPay’s Strategic Move Beyond Payments
NPCI emphasized that this collaboration reflects RuPay’s evolving role as “an enabler of rewarding and relevant experiences”, moving beyond just being a payment method. By associating with large-scale festivals, RuPay is positioning itself as a lifestyle brand that connects with the aspirations of India’s new-age consumers.
Disclaimer: This article is based on publicly available information and original reporting. It is intended for informational purposes only and does not represent the views or endorsements of BookMyShow, RuPay, or NPCI.