RuPay and BookMyShow have also partnered up on the program called the Live Events Passport, which will be a one year program starting in August 2025, where RuPay cardholders can enjoy special benefits such as early ticket access and VIP perks at popular events such as Sunburn and Lollapalooza India.
This collaboration is an integration of a seamless payment experience and high-quality entertainment to focus on the growing market in India in live events.
Read also: Oracle Layoffs Hit Cloud Infrastructure Unit as AI Spending Soars
Quick Summary
-
Partnership Overview: RuPay and BookMyShow have joined together in a 12 months program called “Live Events Passport” and offer premium access to live events to RuPay cardholders.
- Most important Perks: Pre-sale tickets, VIP areas, dedicated express lanes, and top-up rooms at events.
- Featured Events: It will have flagship festivals such as Sunburn 2025, Lollapalooza India and Bandland and a host of the best live shows across Indian and international artists.
- Target Audience: It is a digital-first millennial and Gen Z target audience, with entertainment and frictionless RuPay payments.
- Launch Date: Announced August 5, 2025 and available immediately to future events.
- Impact: The move is likely to help increase the number of RuPay users, and establish BookMyShow in the competitive ticketing market, with competitors such as the District app by Zomato on the scene.
This overview illustrates the nature of the partnership, emphasizing on the way in which the partnership is a bridge between financial services and the experiential entertainment.
Read also: Gold Prices Drop by Rs 1,550 to Rs 91,450 Amid Trade War Fears
Main Content
The Live Events Passport is not merely a promotional stunt, it is a detailed program that aims to take the whole live event industry to a new level in India. Fundamentally, the association combines the RuPay payment infrastructure with BookMyShow massive event portfolio, forming a mutually beneficial relationship, where the cardholder, event organizers, and the platforms themselves are the benefactors.
To begin with the background. Since its introduction by NPCI in 2012, RuPay has become a serious competitor in the Indian payments market, particularly its UPI-enabled credit cards, which provide cashback and rewards on routine purchases. By 2025, RuPay will have a substantial market share in the domestic card market as it struggles against global giants such as Visa and Mastercard. This partnership is the entry of RuPay in the lifestyle benefits but this time it is in the entertainment industry where there was a tremendous revival. Industry reports indicate the live events industry in India is worth more than 10,000 crores per year with events such as the Sunburn and Lollapalooza attracting hundreds of thousands of people.
Having started in 1999, BookMyShow is a subsidiary of Bigtree Entertainment, which has grown not only as a movie tickets-based site but also as a concerts, sports, and theater one-stop-shop. During FY23, the platform also declared operating revenue of close to 1000 crore and it became profitable following years of investments on digital infrastructure. It has been the leader in managing high-demand events, although that has not always been without incident-such as the notorious server crash of Coldplay ticket sales in 2025. BookMyShow is hoping to address such problems by collaborating with RuPay which offers prioritized access to loyal customers.
Read also: Perplexity AI’s $34.5B Bid for Google Chrome: The AI Browser Battle Heats Up
Alright, now the perks. RuPay users, be it debit, credit or prepaid cards can avail a slew of rewards upon unlocking them through the BookMyShow app or web portal. The most notable is the early access to tickets by which one can book seats 24-48 hours before the opening of general sales. This is paramount in sold-out events such as Lollapalooza India 2025, which has headliners like Green Day, Shawn Mendes, or Sunburn which is the largest electronic dance music event in Asia. Also, cardholders are provided with VIP areas and reserved seats, express entrance with no waiting in line, and special top-up areas of the festival wristbands, which will allow a smoother process in the surrounding of the large-scale crowds.
The collaboration will go past festivals into a handpicked selection of concerts. As an example, such forthcoming concerts as Ed Sheeran India Tour 2025 and Guns N Roses concert in Mumbai will provide the same advantages. The official X post of RuPay makes this clear with it saying, “Whether it is international chart toppers or local hot charts, RuPay x BookMyShow is making every stage your very own VIP zone.” In order to enjoy these benefits, a user only needs to connect their RuPay card at the checkout stage on BookMyShow and the system will automatically apply the benefits.
This is not only a move to give consumers some benefits but rather a wider industry trend. To the event organizers, what this partnership entails is improved crowd control and an enhanced revenue courtesy of premium ticketing. The inclusion of RuPay will enhance cashless payments at the venues which is in line with the digital economy impetus in India. In addition, it makes RuPay a lifestyle brand analogous to how American Express provides access to exclusive events around the world.
Nonetheless, the partnership is being done in the competitive environment. Recent addition of Zomato with District app puts BookMyShow under direct competition in the ticketing business of live events with comparable offers and integrations. Also, issues such as scalping of tickets of popular concerts (e.g. Coldplay tour) bring to fore the importance of strong anti-black-marketing mechanism and BookMyShow has stepped up to the challenge by registering FIRs and improving verification procedures.
Buzz within the social media has been on the positive side, with posts by users and influencers touting it as a historic collab. One pass, no end of vibes! BookMyShow and RuPay introduce Live Events Passport to Sunburn, Lollapalooza, Bandland and other events! This indicates the enthusiasm of fans, especially in metropolitan cities such as Mumbai, Delhi and Bengaluru, where live events in sports culture are a norm.
When it comes to the financials, although no particular revenue share is given, analysts estimate that this can contribute 10-15 percent to the live events revenue of BookMyShow which grew 9.5x to 237 crore in FY23. In the case of RuPay, it is a calculated move to draw more card usage in the 18-35 age group who are heavy spenders on experience based purchases rather than on products.
Altogether, this case of the so-called Live Events Passport is a prominent example of the convergence of fintech and entertainment in India, resulting in value-added services beyond transactions.
What is the ‘Live Events Passport’?
It’s a year-long program launched by RuPay and BookMyShow, offering exclusive access and perks for RuPay cardholders at major live events like festivals and concerts.
Who can benefit from this partnership?
Any RuPay debit, credit, or prepaid cardholder. Simply use your RuPay card on BookMyShow to unlock the benefits automatically.
Which events are covered under this initiative?
Key events include Sunburn 2025, Lollapalooza India, Bandland, and various live concerts. The list will expand throughout the year.
How do I get early ticket access?
Log into BookMyShow, select an eligible event, and pay with your RuPay card. Pre-sale windows open 24-48 hours early for cardholders.
Are there any additional costs for these perks?
No, the perks are complimentary for RuPay users, though standard ticket prices and convenience fees apply.
What if I’m not a RuPay cardholder yet?
Contact your bank to apply for a RuPay card. Many banks offer quick issuance, especially for UPI-linked credit cards.
How does this differ from other ticketing perks?
Unlike generic discounts, this focuses on experiential upgrades like VIP zones and fast-track entry, tailored for live events.
Is this available pan-India?
Yes, but perks are event-specific, primarily in major cities hosting these festivals.
Conclusion
Live Events Passport is a progressive project that provides the opportunity to combine culture and life with convenience to the RuPay card owners. Though the Coldplay incident highlights the institutional issues of ticketing transparency and fairness, the RuPay-BookMyShow partnership is a milestone toward a more curated and consumer-friendly live entertainment experience. Nevertheless, to ensure that these high-value initiatives have a long-term effect, it is crucial to reinforce regulatory protection and fair access measures.
Leave a Reply