DeVANS, Six Fields secured the distinction of being the Celebration Partner at the recently concluded Enrique Iglesias Live in Concert in Mumbai — a monumental cultural event that drew over 60,000 passionate music enthusiasts across two electrifying nights at the MMRDA Grounds, Bandra Kurla Complex on 29th and 30th October.
A Strategic Brand Evolution
The convergence of Enrique Iglesias’ legendary status with Six Fields’ innovative positioning represents more than a transactional sponsorship. It symbolizes a strategic masterstroke that elevates Six Fields from a regional premium player to a nationally recognized brand commanding the cultural zeitgeist.
For a beer brand that only recently expanded into the Mumbai, Pune, and Thane markets, this partnership transcends traditional marketing playbooks.
A Cultural Phenomenon
Enrique Iglesias’ return to India represented a cultural phenomenon that gripped the nation’s imagination. The Spanish pop icon, whose chart-topping anthems — from “Hero” to “Bailamos” to “Tonight (I’m Lovin’ You)” — drew over 25,000 fans each night, created an atmosphere of unbridled celebration — the precise emotional territory where Six Fields thrives.
Drawing from its product portfolio of Belgian-style beers, Six Fields transformed the concert experience through a strategically designed ecosystem of engagement. The brand’s four distinctive offerings — Pilsner, Blanche, Cult, and Brute — catered to every taste preference, proving that premium beer, like great music, must speak to multiple emotional frequencies.
An Immersive Brand Universe
The activation extended far beyond simple point-of-sale transactions. Six Fields orchestrated an immersive brand universe within the concert venue, featuring curated lounges, thematic bar installations, branded giveaways, dynamic influencer collaborations, and experiential activations with its mascot HOPS — transforming moments into memories and trials into long-term brand loyalty.
Beyond the venue, Six Fields extended its cultural narrative through digital contests, social media engagements, and exclusive giveaways — an omnichannel strategy that demonstrated the brand’s understanding of modern consumer behaviour.
Charting the Future of Premium Lifestyle Branding
Prem Dewan, Chairman and Managing Director of Devans Modern Breweries Ltd., expressed, “Enrique’s energy was unmatched, and Six Fields was all about turning every moment into something extraordinary. This partnership transcended traditional beer sponsorship — it was about crafting unforgettable nights where music, mood, and craftsmanship converged.”
Deepak Choudhary, Founder, EVA Live added, “Enrique Iglesias’s return to India transcends mere nostalgia. It reignited his shared connection with fans and reminded audiences why his music resonates across generations. This sold-out two-day spectacle is one of India’s biggest shows this year.”
