The National Payments Corporation of India’s (NPCI) flagship domestic card network, RuPay, has teamed up with BookMyShow, India’s leading entertainment destination, to launch the ‘Live Events Passport’ — a first-of-its-kind year-long partnership aimed at elevating the live entertainment experience for RuPay cardholders.
This collaboration is set to redefine how Indians attend concerts, festivals, and shows, offering cardholders unprecedented access, premium perks, and immersive on-ground experiences
What is the Live Events Passport?
The Live Events Passport is a special benefits program for RuPay card users, providing VIP-style access to some of India’s most sought-after live events, including:
- Sunburn 2025 – Asia’s largest music festival
- Lollapalooza India 2026 – The global music brand’s Indian edition
- Bandland 2026 – A must-attend for alternative music lovers
- And many other concerts and cultural extravaganzas listed on BookMyShow
Exclusive Benefits for RuPay Cardholders
Early Pre-Sale Access
- Get first dibs on tickets before they open to the general public — crucial for high-demand events.
Priority Seating Zones
- Enjoy the best views with dedicated seating areas close to the stage
VIP Lounges & Chill Zones
- Relax, network, and recharge at exclusive lounge spaces available at select venues
Fast-Lane Entry & Top-Up Counters
- Skip the long queues with priority entry and dedicated cashless top-up lanes
Curated Food & Beverage Offers
- Savor premium culinary delights with special offers for RuPay cardholders.
Exclusive Merchandise Privileges
- Get first access to official event merchandise and limited-edition collectibles
On-Ground Brand Experiences
- RuPay will host interactive zones at events, blending lifestyle and entertainment for a richer experience.
Digital Integration on BookMyShow
To make this partnership seamless, BookMyShow will feature RuPay branding and benefits integration across its digital ecosystem
- Homepage highlights for RuPay-exclusive offers
- Smooth checkout experience for RuPay card payments
- Post-purchase reminders for upcoming event perks
DIGI MERCH STORE PRINT ON DEMAND
Why This Partnership Matters
With India’s live entertainment sector booming — from EDM festivals to multi-genre cultural events — consumers are seeking more than just tickets; they want complete, memorable experiences
NPCI’s RuPay is positioning itself as not just a payment method, but a lifestyle enabler. By joining hands with BookMyShow, it is directly tapping into the passions of India’s young, urban, and experience-driven audience
This strategic move also reflects a larger global trend — payments meeting culture. Just as global card brands offer premium lifestyle benefits, RuPay is now creating its own premium ecosystem tailored for Indian audiences
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