MUMBAI: Maruti Suzuki –NEXA & ZEE LIVE have partnered together to launch ‘Baleno Wicked Weekends’.

Baleno Wicked Weekendsis an attempt to reinvent urban nightlife by creating India’s longest party marathon. The lineup includes a consortium of the biggest names in independent music from India as well as international artists, programmedat the most happening party destinations throughout the country, giving an experience that is synonymous to the NEXA Experience.

Maruti Suzuki India Ltd. assistant vice president Vinay Pant on Baleno Wicked Weekends says: “We have positioned Baleno as a car with a bold and defiant attitude. Therefore, it complements the lifestyle of individuals who seek the thrill of the night. With Baleno Wicked Weekends we have a property which seamlessly fits with the personality of the car, and promises to reveal to partygoers a side of the night they’ve never experienced.”

Baleno Wicked Weekends kick-started at Raasta, Khar on 30 September, where live electronic music band Nicholson, and funk nu-disco duo Madboy/Mink invigorated the audiences with their new-age sounds and rhythmic beats. More such line-ups are in the pipeline at the most happening destinations across 6 cities - Mumbai, Delhi, Bangalore, Pune, Kolkata and Chennai.

Sharing more details on the vertical, ZEE LIVE president Anuj Talukder says, “We see a vibrant cultural ethos evolving around home grown music in urban centres across the country. Baleno Wicked Weekends is a platform through which we hope to celebrate and entertain this emerging audience.”

Living Foodz, the foodtainment channel also joins Baleno Wicked Weekends as the lifestyle partner adding a dash of panache and entertainment to the 40-week long party marathon.

Sharing details on Baleno Wicked Weekends, Living Entertainment CEO India & APAC Piyush Sharma says: “As the most respected food media brand, we at Living Foodz are excited to collaborate with Baleno for launching ‘Wicked Weekends’. Living Foodz, with its unassailable leadership position in the broadcast space, is creating yet another consumer touch point with its core young urban audiences through this year round week-end nightlife celebration”.

Sohrab from Nicholson states, “It’s great that newer brands are venturing into the nightlife space and especially the independent music scene. Incredible talent lies hidden and often goes unnoticed in this independent music scene in India. Brands have great potential to support and enable musicians of our country to reach bigger audiences. We are happy to have kick started, Baleno Wicked Weekends and we hope that more musicians and audiences benefit from such endeavors.”

Saba Azad and Imaad Shah of Madboy Mink had this to say: We’re super stoked to have kickstarted Baleno Wicked Weekends. It’s a great platform to be a part of; it’s great to see new brands are relating to the creative energy emerging in the independent music and arts scene in India. It’s needed to help promote and push the wonderful work happening across the country, it also helps create a strong culturally progressive identity for the brand. It’s a happy collaboration.