The Way That Lovers Do

Ptareek in action - a file pic from BookMyShow

The Way That Lovers Do

Singer-lyricist Prateek Kuhad’s India tour begins

Liquor brand of 8 Pm fame Radico Khaitan aim to engage with the youngsters and offer the vibrant taste of our products

MUMBAI, Oct 30 (The CONNECT) -  Radico Khaitan’s Magic Moments Music Studio organized its first event with Bookmyshow to present the critically renowned singer-lyricist Prateek Kuhad’s India leg of the world tour "The Way That Lovers Do".

After mesmerizing the Mumbai audience, Prateek is all set to spread the magic of his melodious voice in other Indian cities, after his global tour across the USA and Europe. The show is being organized in 15 cities during the two-month-long tour.

Kicking off with Mumbai on Saturday, Prateek Kuhad’s coveted multi-city tour will travel to Pune, Chennai, Hyderabad, Chandigarh, Delhi, Surat, Ahmedabad, Lucknow, Jaipur, Guwahati, Kolkata, Indore, Bengaluru and culminating in Goa on December 18.

The ‘Kho Gaye Hum Kahan’ fame from New Delhi shines on a song supported by a melodic piano or an acoustic guitar with minimal percussion. Having this form for years has helped Prateek transit into the mainstream, discarding the ‘indie’ label from his music style.

Magic Moments has had a history of supporting and promoting music and artists, including its long-standing association with the Sunburn Music Festival. "After years of collaboration with Sunburn Music Festival in India, Radico is delighted to partner with another stalwart in the events space Bookmyshow for this property,” said Amar Sinha, Chief Operating Officer, Radico Khaitan Limited.

With this multi-city event, Radico aim to engage with the youngsters and offer the vibrant taste of our products while they reverberate to beats. For Indian independent artists, Prateek Kuhad has outlined a path out of the constant quagmire that many musicians experience. Instead of the funky beats, techno-based tracks with thumping bass and suave voices that dominate today's music landscape, Kuhad's gentle, sweet-sounding melodies layered with thought-provoking lyrics cut through the clutter and offer an out-of-the-box experience, Sinha explained.

Radico Khaitan Limited (RKL), a Fortune 500 Company, is one of the oldest and largest manufacturers of Indian Made Foreign Liquor (IMFL) in India. Earlier known as Rampur Distillery, RKL commenced its operations in 1943, and over the years emerged as a major bulk spirits supplier and bottler to other spirit manufacturers.

The company launched its first brand 8 PM whisky in 1998 and over the years, has created five millionaire brands and over fifteen organically grown brands. Radico Khaitan Limited is also one of the largest providers of branded IMFL to the Canteen Stores Department (CSD), which has significant business barriers to entry. It has been successfully building its brand equity in international markets and currently exports its products to over 85 countries.

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