In a step that has the potential to redefine India’s live music experience, Mastercard has formally collaborated with EVA Live to launch over 20 high-energy music events across India during October-December 2025. This is Mastercard’s first foray into South Asia’s performing arts arena and is an increasing acknowledgment of the country’s vibrant entertainment economy.
A First for Mastercard in South Asia
Renowned globally for sponsoring high-profile events like the GRAMMYs, BRIT Awards, and sporting championships, Mastercard is now moving into India’s live music boom. The alliance is more than a monetary partnership; it’s a culturally sensitive initiative that will provide unforgettable music experiences and expand Mastercard’s international “Priceless” platform.
The partnership signifies Mastercard’s desire to capitalize on India’s rich and changing music culture, from Bollywood tunes and Indian classical beats to international EDM beats and global pop stars.
The Lineup: Something for Everyone
The music fest launches on October 30, 2025, in Mumbai with a headlining appearance by Enrique Iglesias—his first show in India in more than a decade. The roster doesn’t end there. Get ready for hit-making DJs such as Tiësto, Bollywood titans, and Indian classical masters such as A.R. Rahman performs in a series of concerts that are meticulously curated to be enjoyed by fans from across genres, languages, and generations.
With performances scheduled across several metro and tier-2 towns, the partnership is taking the grand stage to the masses where they can reach it. Whether pop’s glamour or Indian classical music’s soulful voice, the partnership guarantees a multi-sensory musical experience.
The Strategic Play: Why This Matters
This’s not about entertainment alone. It’s about Mastercard deepening its emotional resonance with Indian consumers in supporting a wider cultural and economic transition. Here’s why it counts:
- Cultural fusion: With the blending of Indian and global sounds, the concerts mirror India’s modern musical identity—eclectic, inclusive, and in flux.
- Economic impact: Live performances create jobs, fuel tourism, and energize local economies. This action fuels India’s expanding “passion economy.”
- Brand resonance: For Mastercard, these experiences create emotional connection that no ad can match.
Exclusive Benefits for Mastercard Cardholders
Through its Priceless Experiences program, Mastercard is giving its cardholders special benefits to extend their concert experience. These include:
- Early access to tickets prior to the general public
- A 10% discount on tickets after presale
- Exclusive Mastercard-only lounges at the venues
- Meet-and-greets and backstage passes
- Qualification for all Mastercard card products, from debit and credit through prepaid, to even cards issued abroad
Voices Behind the Vision
Leaders from Mastercard and EVA Live have underlined the greater vision behind this alliance. Senior leadership of Mastercard called India a nation with an “unparalleled love for music” that is emotional and cultural in nature. They foregrounded this alliance as one that provides fans with exclusive access to experiences that lie outside the norm.
Conversely, EVA Live’s team recognizes this as a turning point for the Indian music market. Having previously delivered globally recognized concerts on a successful basis, they believe this partnership will be the new standard for live entertainment in India.
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Building an Experience-First Culture
This partnership is a reflection of the increasing affinity among Indian consumers—particularly Gen Z and millennials—for experiences over products. In a world that’s rapidly going digital and virtual, the need for hard, experiential, and emotive experiences has strengthened only further. Live concerts offer that perfect combination of connection, creativity, and celebration.
By entering this environment, Mastercard is also contributing to transforming the concept of what brand interaction can be in India. It’s not about ads or promotions anymore—it’s about interactions that matter and lifetime experiences.
A New Era for Indian Live Entertainment
India’s live music scene has been going through an immense change post-pandemic. From theatre festivals to comedy shows, music tours to cultural conventions, there is a high demand for collectively experienced in-person moments. This collaboration could be a watershed moment that ignites and hastens this change.
Having international icons and Indian legends on board ensures that the series strikes a chord across the board—among urban youth, music aficionados, festival fans, and family audiences. Their hybrid entertainment model promises not only variety, but richness.
What to Expect Next
While the cities and venues are not being disclosed yet, major metropolitan cities such as Mumbai, Delhi, Bengaluru, Chennai, and Hyderabad are likely to feature in the list. The audiences can also expect:
- Variety of themes and genres at every venue
- Family events combined with energetic performances
- Local artists featured in combination with international artists
- Tickets will go on presale now for Mastercard cardholders beginning June 20, 2025, at 12 PM IST through the Priceless site. General sales will be available soon after.
Last Thoughts
This is not simply about concerts. It’s about building a national celebration of sound, culture, and community. Mastercard and EVA Live are creating something greater than entertainment—they’re building experiences that stay with you, boost India’s creative capital, and reinforce the power of shared happiness in an era of screens. When the lights go down and the first notes ring out over arenas filled with fans, one thing will be apparent: this partnership is not just a collaboration. It’s a cultural moment—and for Mastercard cardholders, it’s going to be priceless.
Written by Pydimarri Hema Harshini
