NH7 Weekender Enters New Chapter with The House of McDowell's Soda

NH7 Weekender has been a defining force in India's live music scene for over a decade, bringing together artists, fans, and cultural experiences that go beyond just performances. Now, with The House of McDowell’s Soda as its new title sponsor, the festival is set to enter an exciting new phase. This partnership is more than just a sponsorship—it's a celebration of friendship, shared experiences, and the unifying power of music.
In this exclusive conversation, Akshat Rathee, Co-Founder & Managing Director of NODWIN Gaming, and Varun Koorichh, Vice President and Portfolio Head, Marketing, Diageo India, discuss what this collaboration means for NH7 Weekender, its expansion into new cities, and the innovative experiences festivalgoers can expect.

Akshat Rathee, Co-Founder & Managing Director, NODWIN Gaming

NH7 Weekender has been a cultural icon in India for over a decade. What does The House of McDowell’s Soda being the new title sponsor signify for the festival?

NH7 Weekender has always been about bringing people together through music and culture, while The House of McDowell’s Soda celebrates friendships and shared moments. This partnership is a natural fit—it amplifies the experiences that make Weekender special.

The House of McDowell’s Soda has a strong legacy of storytelling that resonates with the spirit of Yaari (friendship). Through this collaboration, we aim to create even more immersive and unforgettable moments for our audience—whether through music, culture, or unique on-ground experiences. Ultimately, this partnership enhances the festival’s energy, making it even more special for fans.

What made The House of McDowell’s Soda the right partner for this next phase of NH7 Weekender?

NH7 Weekender is evolving, and we wanted a partner who truly understands the festival’s spirit. The House of McDowell’s Soda isn’t just a brand—they are storytellers who celebrate friendships and shared experiences. That synergy makes them the perfect partner to take Weekender forward, ensuring it remains more than just a music festival.Together, we are creating a space where people can connect, make memories, and celebrate music and culture in an authentic way.

With NH7 expanding into Indore, Noida, and Jaipur, what was the thought process behind choosing these cities?

Every city has its own rhythm and energy. NH7 Weekender has always been about tapping into that and creating something special. Indore, Noida, and Jaipur are emerging as cultural hubs with young audiences eager for more live music experiences.
Our goal has always been to take NH7 Weekender to audiences who are craving it rather than making them come to us. We can’t wait for fans in these cities to step into the Weekender state of mind and discover their new favorites.

How will the NH7 experience in these new locations compare to the flagship event?

The flagship NH7 Weekender is a large-scale festival with multiple stages and an extensive lineup. However, what truly defines it is the community and experience.

The new editions will retain that same DNA—passionate fans, diverse music, and a festival atmosphere that makes every moment memorable. Each city will bring its unique flavor while still delivering the signature Weekender experience that fans love. The essence of the festival remains unchanged—just distilled into a more compact yet equally electrifying format.

How does NH7 Weekender continue to evolve while maintaining its original spirit and fan connection?

NH7 Weekender has always been about the music, the fans, and the energy they bring—whether it’s a beloved artist or an exciting new discovery. That core remains unchanged.

Over the years, we’ve built a passionate community that believes in and celebrates the festival’s spirit. As we evolve, we stay true to this foundation while introducing fresh experiences, new locations, and innovative formats. The festival continues to grow in scale and reach, but its heart remains the same—bringing people together through music, fostering connections, and creating unforgettable moments for our Weekender Warriors.

What are the long-term goals for NH7 Weekender, and how does this partnership with The House of McDowell’s Soda fit into that vision?

Our vision for NH7 Weekender is to democratize music and expand its reach across the country. That means bringing the festival to new cities, keeping our lineups fresh, and ensuring that every edition feels as special as the first.
The House of McDowell’s Soda shares this vision of bringing people together, and their support helps us create richer, more meaningful festival moments that stay with fans long after the music stops.

Varun Koorichh, Vice President & Portfolio Head, Marketing, Diageo India.

How does NH7 Weekender align with The House of McDowell’s Soda’s global and Indian market strategy?

NH7 Weekender isn’t just a music festival—it’s a celebration of culture, connection, and shared experiences. At The House of McDowell’s Soda, we see music as a universal language that brings people together, making it the perfect medium to communicate our core values of friendship and togetherness.

Today’s young consumers seek experiences that go beyond the ordinary. NH7 Weekender, with its dynamic blend of music and culture, offers the ideal platform to engage with this audience in an authentic and meaningful way.

Beyond this, our collaboration reinforces our broader vision of premiumization and cultural integration, allowing us to expand our footprint in the evolving alcobev landscape while staying deeply attuned to the passions of our consumers.

What kind of brand activations and experiences can festivalgoers expect from The House of McDowell’s Soda this year?

Festivalgoers can expect a dynamic, immersive experience that brings the spirit of friendship to life.
This year, we’re reimagining mixology with the McDowell’s X Series, offering bold new flavors across vodka, gin, citron rum, and dark rum. Attendees can explore unique takes on classic cocktails—from slushies and popsicles to Indian-inspired creations infused with filter kaapi, ginger cinnamon, and star anise—blending tradition with contemporary energy.

With innovative bar formats, creative glassware, and signature serves, every touchpoint is designed to surprise and delight, making the festival experience even more memorable.

NH7 Weekender is deeply connected with music and youth culture. How does The House of McDowell’s Soda plan to enhance that experience?

NH7 Weekender is more than just a music festival—it’s a vibe, a space where friendships come alive through shared passions for music and culture. The House of McDowell’s Soda has always been a catalyst for meaningful connections, and NH7 Weekender is a natural extension of this spirit.

Our focus is on creating immersive, culturally resonant experiences that amplify the festival’s vibrant atmosphere while staying attuned to the evolving aspirations of today’s consumers. Through interactive engagement and innovative storytelling, we aim to make every moment unforgettable—ensuring that NH7 Weekender isn’t just attended but truly felt.

With NH7 expanding into three new cities, how does The House of McDowell’s Soda see this partnership evolving?

This is the start of a long-term, meaningful partnership. NH7 Weekender’s expansion isn’t just about scale—it’s about deepening our connection with diverse communities and creating immersive experiences that resonate with today’s young consumers.
For this generation, festivals aren’t just about music; they’re about culture, self-expression, and unforgettable moments. NH7 Weekender offers the perfect stage for us to tap into these passion points, bringing friends together through vibrant, shareable experiences rooted in the unifying power of music.

As NH7 continues to grow, so does The House of McDowell’s Soda’s opportunity to engage, inspire, and build lasting bonds. We’re excited for what’s ahead and look forward to shaping this journey alongside NH7 for years to come.

Beyond the festival, does The House of McDowell’s Soda have plans to engage with India’s music and entertainment space in other ways?
Music is a powerful connector—it sparks emotions and creates lasting memories. At The House of McDowell’s Soda, we see it as more than just entertainment; it’s an extension of our brand’s core philosophy—celebrating friendship and shared experiences.

Beyond NH7 Weekender, we are committed to deepening our presence in India’s music and entertainment landscape through meaningful collaborations. One such initiative is Yaari Jam, our owned IP. It’s an ongoing platform that blends music, culture, and camaraderie—reinforcing our core identity.

As we move forward, we will continue to create spaces where people can come together and celebrate the power of music and friendship.