#WeekendLive by Oaksmith Gold Glasses & Zoom TV brings 20 million music lovers together

At a time when music enthusiasts are craving live concerts, Zoom TV and Oaksmith® Gold Glasses introduced #WeekendLive, one of India’s leading #StayHome concerts that bring renowned music artists to the safety of the viewer’s home. So far, nine #WeekendLive concerts have garnered a viewership of over 20 million on Zoom TV and Facebook Live, featuring a diverse range of artists and genres sharing riveting performances.

#WeekendLive started as a collaborative effort between Oaksmith® Gold Glasses by Beam Suntory and leading media channel Zoom TV to bring joy and entertainment to music lovers within the safety of their homes. The format of these #StayHome concerts consist of leading artists performing from their homes with a livestream across Facebook for viewers to enjoy.

Talking about the initiative, Rishi Walli, Head of Marketing, Beam Suntory India, said, “#WeekendLive is an initiative that we started during the lockdown period to provide an opportunity for live artists to perform virtually, as well as providing much-needed weekend entertainment for everyone staying at home. It is indeed a difficult time for all of us but our aim is to add in some comfort and provide a familiar experience every Sunday to all music lovers through a diverse set of talented artists performing live from their homes. We are extremely elated that the platform is getting such a warm response and the viewership is increasing tremendously week on week. We hope to continue supporting and entertaining people and artists during these testing times to come out strong on the other side.”

The pioneering platform has witnessed performances from artists across various music genres, ranging from pop rock and indie blue to sufi and Rajasthan folk. Artists such as Indian Ocean, Kutle Khan, Jasleen Aulakh, FaridKot, Deveshi Sahgal, Parikrama, Dhruv Sangari, Shruv Vishvanath and Vasu Dixit from Swarathma have already been a part of #WeekendLive concerts and the coming week will see a performance from Kamakshi Khanna. With a unique blend of artist line up, #WeekendLive aims to celebrate the diverse music talent in India.

Talking about their experience on being part of #WeekendLive, Indie rock band FaridKot says, “The band is delighted to have been a part of the #WeekendLive journey. Thanks to this unique platform that brings music lovers together, we were able to connect with our fans even while live performances seem a distant possibility.”

Speaking about how #Weekendlive and home concerts are building a work from home culture for artists, the young, bright and versatile singer-songwriter Jasleen Aulakh says, “I would like to thank #WeekendLive for having given me this opportunity. Performing for an altogether new but extremely responsive audience was a truly invigorating experience. Unprecedented times call for unprecedented measures and this web concert from the comfort of my own home was something new for me but very enjoyable indeed.”

Delhi based Frog Ideas is the digital agency that designed the campaign look. Jatin Modi, Founder & CEO, FrogIdeas said, "It's important for a consumer brand to keep their fans engaged. Our aim was to collaborate with Oaksmith to produce premium, lifestyle content that broke away from virtue signalling. The idea was an industry first, giving audiences access to world class artists and performances, combining that with the social distancing message. The result was the development of a richer social engagement format #WeekendLive. Through this campaign, Oaksmith has truly indulged their fans, and encouraged them to #StayHome."