Diljit Dosanjh’s ‘Dil-luminati’ tour concert in Delhi was a spectacular event, attracting millions of fans and prompting the Delhi police to issue a traffic advisory. Amid the excitement, a matrimonial website added a humorous touch to the occasion with a clever marketing campaign.
As eager fans lined up to enter Jawaharlal Nehru Stadium, volunteers from Jeevansathi.com, a popular matrimonial platform, distributed bottled water to single attendees. This unique initiative, named the “Singles Ko Paani Pilao Yojana” (Give Water Bottles to Singles), featured a playful message on the bottles.
The bottles bore the message: “Jeevansathi pe aa gaye hote toh aaj ye bottle nahi uska haath pakda hota,” which translates to, “Had you joined Jeevansathi, you’d be holding hands instead of this bottle.” This lighthearted marketing tactic quickly went viral on social media, with users sharing images of the bottles.
The concert marked the finale of Diljit Dosanjh’s ‘Dil-luminati’ tour in Delhi, with plans to continue the tour to other major cities across India, including Hyderabad, Ahmedabad, Lucknow, Pune, Kolkata, Bangalore, Indore, Chandigarh, and Guwahati.
However, the excitement surrounding the concert was not solely due to the fun marketing. The Enforcement Directorate (ED) launched operations in Delhi, Mumbai, Jaipur, Chandigarh, and Bangalore, targeting the illegal resale of tickets for both Diljit Dosanjh’s concert and Coldplay’s ‘Music of the Spheres World Tour.’ Following the September announcement of both events, ticket demand surged, leading to rampant ticket reselling at inflated prices. The ED has seized several mobile phones, laptops, and SIM cards as part of their investigation into this ticket sale racket.
