Paytm Insider signs an exclusive collaboration with SOCIAL for contemporary cultural and musical events at its 33 outlets across the country


This association will see Paytm Insider bring its curation, ticketing and promotion experience to SOCIAL’s performance venues across the country.

by Shrutee K 

India, 7th April 2022: One of India’s leading entertainment and digital experience platforms, Paytm Insider, has come together with SOCIAL (of Impresario Group) to promote live events at all SOCIAL and antiSOCIAL outlets in 7 cities across the country, starting this April. This move proves to be particularly remarkable as it will see Paytm Insider manage ticketing and promotion of events at various SOCIAL venues alongside executing its own on-ground IPs and artist tours. 

SOCIAL is a mainstay of India’s thriving nightlife as well as a well-known space that fosters indie communities and subcultures by programming local and international talent at its outlets across various cities while successfully hosting its own IPs through the year.

Through its collaboration with SOCIAL, Paytm Insider will have access to state-of-the-art performance venues across India while bringing its marketing and curation expertise alongside a  network of 10Mn+ consumers garnered over its 8 years of existence. Further, the collaboration seeks to transform each SOCIAL venue into a melting pot of diverse genres of performances, art and entertainment with events such as live music (Pop, Indie, Bolly, Rock Jazz, Blues), comedy shows, workshops, exhibitions, screenings, and other exciting on-ground events!

In tandem with this partnership, SOCIAL and Johnny Walker Refreshing Mixer have organised SAUCE, a 2-day contemporary culture festival bringing music, art, crypto and hypewear under a single roof.

Talking about the partnership with SOCIAL, Varun Khare (Head - Live Entertainment) said, “With people finally venturing outside, the country’s nightlife is reviving. This association, significant for both SOCIAL and Paytm Insider, will see SOCIAL become a high-octane space for discovering diverse avant-garde music and the best of modern culture. Moreover, it will enable both entities to build a sustainable ecosystem that will create opportunities for artists, promoters and organisers to work with SOCIAL venues across India and Paytm Insider closely to execute live events.”

Speaking about this partnership with Paytm Insider and the kick off to SAUCE, Mayank Bhatt (Business Head, SOCIAL), said “For us at Impresario Handmade Restaurants, creating a community-led experience is always key and we're thrilled to be partnering with Paytm Insider to execute amazing cultural experiences for the coming year and collectively celebrating art across the country by creating a sustainable ecosystem with artists, promoters, producers and brands looking to work together. At SOCIAL we believe in being pioneers in whatever space we occupy, and we are taking the most relevant sub-cultures to create SAUCE. We intend to grow this property to become synonymous with new age culture in the coming times. .”

Sharing his perspective on the initiative, Abhishek Shahabadi (Vice President & Portfolio Head Scotch & Premium whites, Diageo India) said, “For over two decades Johnnie Walker has been a beacon of progress and is committed to constantly pushing boundaries through its evergreen ‘Keep Walking’ narrative. In line with the brand ethos, we are excited to partner with SOCIAL and Paytm Insider to launch a contemporary festival like SAUCE and disrupt the cultural outlook. With Johnnie Walker Refreshing Mixer (Non-Alcoholic) at the forefront of the collaboration, we aim to inspire people to

revive socialising responsibly while engaging with the cultural changemakers live. We believe this culturally relevant festival is a fresh start to the year where the audience can connect across cultural pillars such as music, art, tech and fashion all under one roof.”

SAUCE, a 2-day contemporary culture festival will enable attendees to meet and indulge in homegrown street and hypewear brands like ‘Frankly Street’ as well as Indian entrepreneurs inventing their own blockchain platforms—Angad B Sodhi (Colours Of India Dao), NFT artists Neekita Singh and Cyber Shakti, Rakshita Phillip (The Perfect Women NFT Project), amongst others. Additionally, Aaquib Wani, Boomrang Studios, Zake and many other new-generation artists breaking traditional media and interactivity barriers will be present. Besides, a motley of indie musicians, including Cinema of Excess, Parvaaz, Peter Cat Recording Co., Yashraj, and many more, will offer a sensational experience to the audience with their energetic live performances.

Integrated with blockchain-led access experiences, NFT galleries and graffiti, texture and space designs, SAUCE is a festival with a futuristic vision taking place at Vikhroli SOCIAL on 9th April 2022 and 10th April 2022 from 3 PM to 10 PM. The venue follows required sanitisation and hygiene protocols to ensure a safe experience for its attendees. Tickets for the festival are available on Paytm Insider -

About Paytm Insider : Paytm Insider is one of India’s leading live entertainment and digital experience platforms. It helps the audience discover and find tickets to exciting live and online events. The company has welcomed fans to over 100K events across the country and sold over 17 million tickets to some of the most exciting and unforgettable experiences.


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