Friendship Day concert at 36,000 feet: House of McDowell’s Yaari Jam launches session on private jet

Hyderabad: Marking Friendship Day with a unique twist, House of McDowell’s Soda’s Yaari Jam took the concept of celebrating bonds to new heights, both symbolically and literally.

India’s largest branded live IP, Yaari Jam, produced by TribeVibe Entertainment, kicked off this year’s edition with a live jam session at 36,000 feet onboard a private charter flight.

Music and laughter above the clouds

This in-flight event featured rapper KING, artist Karma and comedians Ravi Gupta and Gurleen Pannu. What started as a journey from Mumbai to Kolkata quickly turned into an airborne celebration of friendship, music and stories.

“There’s no better way to celebrate Friendship Day than by turning it into a memory of a lifetime. We wanted to take it to the next level and there was no better way than celebrating this via Yaari Jam,” said Varun Koorichh, Vice President and Portfolio Head – Marketing, Diageo India.

“Bringing the real-life friend duo of KING, Karma, along with the others, onboard for a jam session at 36,000 feet and now taking that same energy to the heart of Kolkata – it doesn’t get more iconic than this.”

On-Ground in Kolkata: The Next Chapter

The Kolkata leg of Yaari Jam promises a high-energy celebration featuring performances by KING, Fossils, Sanam and Bharg Kale. More than just a music event, Yaari Jam continues to function as a tribute to friendship, connecting audiences through shared musical moments.

“What began as a simple celebration of friendship has evolved into one of India’s biggest branded live IPs,” Koorichh added.

“Last year, we tapped 50,000 audiences across 5 cities for Yaari Jam. With every passing year, House of McDowell’s Yaari Jam has grown bigger, bolder, and closer to the hearts of our audiences. At the core of it all is Yaari and we have some very exciting things lined up for our audience in the upcoming months.”

Building a Cultural Movement

TribeVibe Entertainment, the production and promotion partner for Yaari Jam, has been associated with the IP since its inception. The brand sees the platform as more than a concert series—it’s an evolving cultural property built around connection and live experiences.

“Yaari Jam has grown into India’s biggest branded live IPs, with Kolkata bringing immense excitement and we’re proud to be part of this cultural movement,” said Shoven Shah, Founder & CEO, TribeVibe Entertainment.

“At TribeVibe, we’ve always believed in the power of live entertainment to spark an unmatched artist-audience connection and the response to Yaari Jam is a testament to that. We have worked alongside House of McDowell’s Soda from the early stages of the IP and to see it grow and have consumers showing up year on year, tuning in and celebrating music speaks volumes.”

Looking Ahead

With plans to expand Yaari Jam to more cities in the coming months, the IP continues to focus on celebrating friendship through authentic performances and shared experiences. As audiences prepare to gather in Kolkata, the message is clear: real Yaari, backed by real music, is what keeps people coming back.