Mumbai | Viacom18’s experiential & live entertainment business, Viacom18 LIVE, is all set to introduce another experiential festival, ‘Vh1 Lift Off’. The IP is set to debut in March 2024.

This new IP aims to bring together a host of experiences and sub-cultures, in an attempt to elevate India’s urban cultural scene.

As a celebration of 50 Years of Hip Hop and built with its culture and its community at heart, the IP aims to work towards creating a platform which is both relevant and beneficial to creators, brands, and consumers alike.

Its first edition will focus on sub-cultures like art, fashion/street fashion and dance, while music and Hip Hop, will be at the heart of it. Addressing the gap in India’s experiential urban sub-culture landscape, Vh1 Lift Off aims to broaden the narrative beyond music and encompasses a multitude of subcultures.

Gaurav Mashruwala – Head Viacom18 Live – said, “At Viacom18, we take pride in setting the stage for a new and unparalleled cultural experience with our latest IP, ‘Vh1 Lift Off’. Vh1 Lift Off is a platform that allows us to broad-base the narrative beyond music and speak to varied subcultures and communities all at once, with the idea of ‘lifting them off’ through this platform. We are happy to bring this unparalleled experience in the culture space, knowing fully well that brands associate with the youth and sub-cultures, and therefore giving an opportunity for them to work with each other at such a large scale.”