Exclusive | Chilling out on Humour: Foster's Deepak Nath

Foster's LOL Evenings, India’s first comedy festival, featuring Weirdass Comedy,recently unveiled the second edition of the festival.The festival will take place across five Indian cities namely Mumbai, Delhi, Gurgaon, Pune and Bangalore.

 

“Humour is one of the way, Indians associate to chilling out. Hence, the Fosters LOL evenings would play an integral part of the new ‘Art of Chilling’ campaign,” says Deepak Nath , Vice President, Marketing, SABMiller India.

 

The tagline”Art of chilling” is like a creative platform designed to get the whole idea of chilling out the Fosters way.The festival is targeted at the consumers of Fosters. Fosters LOL Evenings would serve as a platform for enthusiastic individuals and stand-up artists to showcase their talent and after winning multiple rounds they could get a chance to perform in the Fosters LOL evenings Grand Finale.

 

A stand up comedy festival is an unexplored phenomenon in India and it is something which has to be started on the ground level.Elaborating on this, Deepak Nath says,”In the end it is all about the content.Good content sells.We have tied up with Weirdass Comedy which is Vir Das’s comedy company and I don’t think anybody can beat the man when it comes to comedy.Once,there is good content,consumer activation automatically comes in.”

 

The media mix for Fosters LOL Evenings is a combination  of various media but the focus is on the digital media.Since this is the second season of the comedy festival,a variety of innovations have been roped in.For eg:There  is “The Big Book  of Laughs in which the audience can fill in their jokes and one-liners and towards the end of the festival, the best ones will be enacted by Vir Das.Apart from this,the content will be fresh and relatable to the current scenario.

 

Various elements and styles of comedy have been incorporated in the festival. Headliners – a show on daily news,Far Sketched which will deal with sketch comedy,Cardinal Bengans dealing with improvised comedy ,Alien Chutney dealing with comedy rock  are some of the key attractions that the festival has to offer.Thus,this time around,LOL Evenings would employ a blend of different styles of comedy to keep the audiences hooked.

 

“The most difficult part about comedy as a genre is getting the right people.We are extremely proud to have Vir Das who is the finest artist the industry has.” says Deepak.Talking about the progress of stand-up comedy as an art in India,he adds that,”Stand-up comedy is picking up slowly.Also,there is huge potential with lots of talented people around and we intend to offer a platform for some of these people to demonstrate their talent to the world.”