Coldplay’s highly anticipated India tour in January 2025 quickly became a national sensation. After years of waiting, the band kicked off their Music of the Spheres (MOTS) tour in Mumbai on January 18th, followed by shows on January 19th and 21st. With just 1.5 lakh tickets up for grabs, Coldplay’s second visit to Mumbai saw them perform across three days at DY Patil Stadium, which has a capacity of 50,000. Remarkably, all three concerts sold out in just 30 minutes, adding to the frenzy. The excitement continues with upcoming performances on January 25th and 26th at Narendra Modi Stadium in Ahmedabad.
CorpIndiaNews makes you drive deeper into how brands are booking their marketing tickets in the wave of Coldplay’s tour, exploring the FOMO-driven tactics shaping the live event space and the challenges fans faced while trying to secure their spot at this iconic concert.
The Coldplay Concert and the Rise of FOMO Marketing
As the buzz reached fever pitch, brands were quick to capitalize on the event, using fear of missing out (FOMO) marketing to push exclusive offers and limited-edition products. While these strategies generated excitement, they also led to chaos; particularly with the disastrous ticketing process that left many fans frustrated.
FOMO (Fear of Missing Out) has become a powerful tool for brands aiming to create urgency around their products and services. It taps into the fear that consumers will miss out on something valuable if they don’t act fast. When Coldplay announced their India tour in 2025, the FOMO effect took hold with full force.
The initial excitement surrounding the concert tickets was palpable. Fans across India scrambled to secure passes, flooding social media platforms and online forums to exchange information. However, what followed was a classic example of how FOMO marketing can backfire.
Real-time marketing: Why This is a Treasure Trove for Brands
Marketers have a knack for seizing attention when something becomes a ‘cultural moment,’ and the mayhem around the Coldplay concert in India proved to be a goldmine for many brands eager to connect with consumers on both humorous and emotional levels.
By tapping into the cultural moment surrounding Coldplay’s India tour, these brands ensured they were part of the conversation, enhancing their visibility while also creating a connection with fans who were deeply immersed in the buzz. This level of real-time marketing proves that when done right, brands can turn even the most chaotic events into a treasure trove of engagement and opportunity.
Here’s how brands are capitalizing on Coldplay’s event:
Coldplay’s Republic Day Gift to India: Ahmedabad Concert Live-Streamed by Disney+ Hotstar
Coldplay’s Republic Day concert in Ahmedabad on January 26 became a special gift for fans across India, as Disney+ Hotstar teamed up with the band to live-stream the electrifying performance. This collaboration not only expanded the tour’s reach but also allowed fans who couldn’t attend in person to experience the magic virtually. By offering exclusive access to the concert, Disney+ Hotstar strengthened its position as a leading platform for premium live content. A marketing strategy that turned out to be a win-win for both Coldplay and Disney+ Hotstar, connecting the band with a wider audience while enhancing the streaming platform’s appeal.
1) Swiggy Food
Swiggy took a creative, humorous, and culturally relevant approach with its Coldplay India concert campaign, making it stand out in a crowded marketplace. By tapping into the Coldplay concert frenzy, Swiggy addressed the universal feeling of FOMO; specifically, the “lucky few” who managed to secure tickets to the sold-out concerts. The playful, tongue-in-cheek language highlights everyday frustrations and annoyances that we all experience—frustrations that feel even worse when you’re left out of something exciting, like missing out on Coldplay tickets.
2) Naukri.com
Naukri.com joined the Coldplay concert frenzy with a cheeky billboard campaign that struck a chord with corporate employees. In a clever play on words, the recruitment platform put up a billboard that read, “We know you have caught a cold. Enjoy your sick leave. In public interest by Naukri.” The playful message humorously addressed the surge in sick leaves taken for the weekday concert, making light of the situation while tapping into a shared experience.
The witty billboard quickly went viral, with concertgoers and onlookers sharing photos on X and Instagram, applauding Naukri’s relatable humor. This activation highlights Naukri’s bold content marketing strategy, expertly leveraging a pop culture moment to engage its audience in an authentic, impactful, and memorable way.
3) Jeevansaathi.com
Jeevansathi.com took a fun and innovative approach to the Coldplay concert, offering VIP seats for singles with a playful twist. The matchmaking platform’s cheeky message read: “If you’re sitting here, it means you have no ‘Fix You’ yet…”—a clever nod to Coldplay’s hit song Fix You. By targeting concertgoers who were still searching for their perfect match, Jeevansathi.com leveraged the moment to blend humor with its core offering, creating a memorable experience for those looking for love. The campaign added a lighthearted and relatable touch to the Coldplay frenzy, while also reinforcing the brand’s connection to finding meaningful relationships.
4) Tinder
Tinder, known for its playful tone, jumped on the Coldplay concert bandwagon with a cheeky billboard that read: “No one’s shoulder to lean on at the concert? Should’ve tried Tinder.” With this witty line, Tinder cleverly tapped into the concert-goers’ experience, offering a lighthearted nudge to its audience about finding a date for those iconic moments. The campaign effortlessly blended humor with the brand’s matchmaking identity, ensuring it stood out amidst the Coldplay excitement while encouraging users to make meaningful connections.
5) Cadbury Oreo
Cadbury Oreo cleverly tapped into the Coldplay excitement by launching a Pikachu-themed yellow pack, perfectly timed to captivate Gen Z and millennials. The brand also synchronized the release with billboards referencing Coldplay’s iconic “Yellow” song, tying in both the vibrant color and the concert buzz. By fusing pop culture and a beloved treat, Cadbury Oreo created a playful and memorable campaign that not only appealed to its target audience but also added a musical twist to their product launch.
6) Google India
Google jumped into the Coldplay concert frenzy with a cheeky post featuring search results of fans looking up Coldplay lyrics. The search history, paired with the caption “Haa ho rahi hai padhai” (We are studying), humorously captured the concert-goers’ attempt to seem productive while secretly gearing up for the show. The clever play on words tied into the concert excitement, giving a fun nod to how fans were preparing for the big event.
7) Durex India
In classic Durex style, Durex India turned up the fun by swapping Coldplay for Foreplay, with a cheeky promise of “Entry available without a ticket” for its “Bed Wide Tour.” The playful campaign cleverly tapped into the Coldplay concert buzz, making a bold and humorous connection between the thrill of live music and the excitement of intimate moments—proving that sometimes, you don’t need a ticket to enjoy a memorable experience.
8) Crompton India
Crompton seized the opportunity to shine during the Coldplay concert frenzy by showcasing the brilliance of its lighting. The brand created a stunning image of the concert arena, with a Crompton bulb glowing at the center, illuminating the entire stadium. The caption “Glowing brighter than a sky full of stars” perfectly echoed Coldplay’s iconic song “A Sky Full of Stars,” drawing a clever parallel between the energy of the concert and the brilliance of Crompton’s lighting solutions. The campaign not only tied in seamlessly with the Coldplay vibe but also highlighted Crompton as the perfect source of illumination—both for concerts and everyday moments.
9) Flipkart
Flipkart cleverly tapped into the Coldplay concert frenzy, using FOMO and relatable humor for those who couldn’t secure tickets. In a playful video, the brand suggested that those without tickets could simply “fake it”—letting others assume they’re attending by ordering lights and tissues to wipe away their tears while watching the concert stories of lucky attendees. With a cheeky reminder to shop for all their needs, Flipkart made sure that even those stuck at home could find some comfort (and maybe a little retail therapy) by ordering through their platform.
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10) Coca Cola
Coca-Cola captured the electrifying energy of the Coldplay concert with a visually striking campaign. The image showcased a glass of Coke, with the fizz bubbling up above the rim, symbolizing the excitement of the concert. The text “A Sky Full of Stars”, paying homage to Coldplay’s iconic song. This clever blend of Coke’s signature effervescence and the concert’s vibrant spirit reminded fans that, no matter where they were, the magic of the Coldplay concert was just a sip away.
Conclusion
The Coldplay India tour has proven to be more than just a series of electrifying concerts—it’s been a goldmine for brands, offering them the chance to engage with a highly charged audience at the intersection of music, FOMO, and pop culture. From witty campaigns leveraging humor and relatability to live-streaming the concert for a wider audience, brands like Disney+ Hotstar, Swiggy, Naukri, and many others have cleverly integrated the Coldplay frenzy into their marketing strategies.
As Coldplay continues to serenade India, these brands have hit the right note, enhancing their visibility while tapping into the emotional highs of concertgoers, non-attendees and fans. In a market where attention spans are fleeting, these brands have successfully used the cultural moment to reinforce their identities, connect with their audience, and create lasting impressions.
For marketers, the Coldplay India tour serves as a shining example of how real-time marketing and understanding consumer behavior can lead to massive engagement, both on and offline. As we move into the post-concert phase, it’s clear that the ripple effects of this campaign will be felt far beyond the last song played in Mumbai.