New Delhi: Delhi pulsated with the lively rhythms, rich flavors, and vibrant heritage of South India as Morpheus Brandy, the premium creation from Radico, partnered with 93.5 Red FM for the 6th edition of South Side Story. As the ‘Celebration Partner,’ Morpheus Brandy played a key role in turning the Indira Gandhi Stadium into an extravagant celebration of South Indian culture over two unforgettable days, August 31st and September 1st.
At the heart of the festivities, Morpheus Brandy’s ‘Dare to Dream’ message transcended traditional sponsorship, immersing itself in the vibrant pulse of South Indian culture. With its luxurious, smooth profile, Morpheus Brandy embodies the timeless artistry and reverence for tradition that South India holds dear. As the ‘Celebration Partner,’ it not only highlighted but also amplified the essence and diversity of South Indian heritage, transforming each moment into a vivid tribute to the region’s rich cultural legacy while inspiring everyone to dream boldly and embrace the extraordinary.
Talking about the brand and partnership, Mr. Abhishek Khaitan, Managing Director, Radico Khaitan Limited said, “Morpheus Brandy, as Radico Khaitan’s first venture into the premium brandy segment, has not only achieved remarkable success but has also set new benchmarks in the industry. While it initially gained popularity in the Southern states, our vision was always to transform Morpheus into a national brand. With its presence now spanning 25 states, that vision has been realized, making Morpheus the first brandy to achieve true nationwide recognition. Our partnership with South Side Story aligns perfectly with this journey, as Morpheus, a brand cherished by South Indian consumers, is an ideal companion to an event that celebrates the vibrant culture and heritage of the region.”
The festival brought together over 10 of the biggest names in South Indian music, making it a weekend to remember. Arivu, the force behind chartbusters like ‘Vaathi Raid’ and ‘Enjoy Enjaami,’ set the stage on fire with his raw energy and powerful lyrics. Khatija Rahman, daughter of the legendary A.R. Rahman, captivated the audience with her renditions of ‘Puthiya Manidha’ and ‘Enthiran,’ proving that musical brilliance runs in the family.
Agam the Band, with their fusion rock magic, delivered an electrifying performance that had the crowd roaring. Sitara Krishnakumar, a powerhouse in Malayalam playback singing, enchanted with her soulful voice, while Sean Roldan brought a touch of melody and emotion with his compositions for Tamil cinema.
Nithya Mammen, who shot to fame with her debut hit ‘Nee Himamazhayayi,’ showcased her incredible vocal talent, leaving the crowd wanting more. Indian Idol 9 finalist Maalavika Sundar wowed with her versatile performances across Tamil, Telugu, and Hindi tracks. The legendary Carnatic vocalist T.M. Krishna took the audience on a spiritual musical journey, while Job Kurian’s mellow tunes provided the perfect backdrop for a relaxing evening. Thaikkudam Bridge, the Kerala-based band known for their unique blend of rock, folk, and heavy metal, closed the festival on a high note, leaving the audience buzzing with excitement.
The magic of South Side Story extended far beyond the stage. The event was a vibrant celebration of South Indian culture, featuring everything from mouthwatering traditional cuisine to immersive art installations and hands-on workshops. The rich aromas of South Indian spices filled the air, while the colourful art displays captured the essence of the region. Every corner of the festival offered something unique, giving Delhiites a true taste of the South’s cultural richness and warmth.
As the 6th edition of ‘South Side Story’ drew to a close, it left a lasting impression of a weekend rich in music, culture, and shared experiences. Morpheus Brandy’s involvement underscored the brand’s dedication to crafting memorable moments, ensuring that this year’s event will be remembered as a truly exceptional event.
Morpheus Brandy has achieved notable global success, being exported to 27 countries. The brand has garnered significant recognition, including multiple Monde Selection Awards and other prestigious industry honors, underscoring its leadership in the market. Its exceptional quality and enduring appeal have contributed to a remarkable milestone: selling 1 million cases for two consecutive years. Additionally, Morpheus Brandy’s strategic marketing, highlighted by its limited edition ‘Festive Packs,’ and its partnerships with prominent events such as Devils Circuit, Lallantop Adda, and India Women’s Summit, have reinforced its reputation and further cemented its position as a symbol of excellence in the brandy industry.