bigbasket has partnered with Spotify for IPOP Icons LIVE 2026, bringing food, beverages, and lifestyle brands into Spotify’s invite-only live music property in Mumbai.
As the Quick Commerce Partner, bigbasket built an on-ground experience around the event, including a dedicated bigbasket Street featuring participating food and beverage brands, along with curated concert kits containing products across snacks, beverages, health, beauty and personal care.
Held at Mehboob Studios, Mumbai, IPOP Icons LIVE 2026 brought together Spotify fans, creators, influencers, media and invited guests for an evening centred around India’s growing independent pop music culture.
Rather than limiting the association to conventional event branding, bigbasket used the partnership to bring its product assortment into the experience itself.
At the venue, bigbasket Street gave attendees a space to explore participating brands while moving through the wider concert environment. The activation brought together food, snacking and beverages in a format designed around the event rather than functioning as a standalone brand display.
The partnership also extended to curated concert kits featuring products from brands across different categories. The selection included Wow! Noodles Veg Manchurian Cup Noodles, Open Secret Unjunked Corn Namkeen, Tata Coffee Grand Vietnamese Flavoured Cold Coffee, Ching’s Secret Manchurian Cup Noodles, Tetley Cranberry Flavour Kombucha, CLEAR WATER premium drinking water, Bagrry’s On The Go High Protein Muesli and Wagh Bakri SIPZ Instant Tea Premix Combo.
The kits also featured Nissin Geki Hot and Spicy Korean Veg Flavoured Ramen Cup Noodles and products from Plum across skincare and fragrance.
The association continued online through event-led content and social media amplification, giving participating brands visibility beyond the physical venue.
The partnership comes as quick commerce platforms continue to expand beyond their traditional grocery positioning. Categories such as snacks, beverages, beauty and personal care have increasingly become part of the assortment, allowing these platforms to participate in more everyday consumption occasions.
For bigbasket, the Spotify partnership placed that wider assortment within a music and entertainment environment. It also gave participating brands an opportunity to connect with consumers through physical discovery, product sampling and digital content rather than through a conventional advertising placement alone.
At IPOP Icons LIVE 2026, the collaboration brought together three familiar parts of urban consumer culture: music, food and convenience.
Commenting on the association, Arpit Jaiswal, Chief Growth Officer, bigbasket, said, “Quick commerce is increasingly becoming a platform for discovery and engagement, not just fulfilment. Our partnership with Spotify for I-POP Icons LIVE 2026 allowed us to connect with consumers in a cultural setting that brought together music, food, lifestyle and convenience, while creating meaningful opportunities for brands on the bigbasket platform.”
