RadioandMusic
| 30 Jan 2020
Sula Sessions is a way to make quality music accessible across India says Sula Vineyards' Cecilia Oldne

MUMBAI: After conducting successful Sula Sessions across Delhi, Pune and Bengaluru, since its launch in June 2015, Sula Vineyards’ newest IP is all set to make a trail-blazing debut in Mumbai. The live music property, which was created early this year by Sula Vineyards, is an initiative to interact with and reach out to audiences, as a wine brand.

Speaking on the success of the property, Sula Vineyards vice president marketing Cecilia Oldne said, “We have grown from 300 hundred people to 1500 hundred people, who have turned out in the festival. We have been doing associations with different partners across the country for different sessions. We got wonderful response in Delhi, Pune and Bangalore. We have been working together with a nuclear idea for curating music together.”

Sula Sessions has also associated with Asahi – Japan’s first dry beer, which is being distributed in India through Sula Selections, the import arm of Sula Vineyards. Talking about the association Oldne asserted, “Asahi – Japan’s first dry beer has our sponsor. We look for longer associations, but there are people who are interested in partnering with and working with us. Asahi has been associated with music before; it is a good opportunity for them too to reach out the audience. If we are open to more sponsors and partners, we will have many people who are willing to come on board.”

In addition to the current sessions it is organising in various cities, Sula Session has been working on another edition, which will take place in Goa. The new edition is expected to take place in January next year.

There have been talks with artists and venues which Oldne explained, “Sula Sessions has always aimed to provide a platform to some of the finest musicians of the country to showcase their mettle. We are talking to artists but we have not signed them yet so I cannot reveal the names, but yes we are working on the lineup. We have not decided on venues, but there are a lot of venues which we are discussing and it will be announced soon.”

In terms of marketing plans, there have been on ground and social media promotions. Oldne informed, “In the past eight editions, Sula Sessions has received an overwhelming response not only on-ground, but also through consumer engagement via social media.”

She further added, “We start online a couples of weeks before the event; we create event pages, announce the brands, talk about the brands on the pages and interact with fans. We have done videos for YouTube, as well as Twitter and Facebook. In terms of on ground promotions, we have wine tasting for the attendees of the festivals and contests where winners get bottles of wine and gifts.”

After eight consecutive successful sessions of SulaFest and Sula Sessions, Oldne said that it is essentially a way for the brand to make quality music accessible to cities across India.

The Mumbai edition will kick off with a performance by Neeraj Arya’s Kabir Café on 4th December 2015 at Mehboob Studios, Bandra, from 8:30 pm to 10 pm.