Come 1st April and millions of people around the globe will have plotted and planned a prank or two for some unsuspecting April Fools. Despite a host of historical theories, the origins of this particular tradition remain somewhat blurry. However, what you’ll read ahead is no prank, it’s a guarantee of the most fun you’ll have at April Fools’ Fest on 31st March and 1st April at NSIC Grounds, New Delhi.

It’s all ‘play’ and no ‘pranks’ as we redefine the jokes associated with April Fools’ Day. When you are playful you unleash your inner self — you set free that fun, friendly, unconventional and slightly odd-looking creature that is inside of you.

True to this spirit, the brand changing things up for April Fools’ Day with a two-day festival that brings together fun, festivities and a host of immersive performing arts. Highly visual and extremely experiential, with an urban contemporary vibe, the festival celebrates the spirit of Bira 91.

Bira 91’s personality is about turning things upside down and looking at them differently. Its essence exists in a moment of playful discovery, in recreation through reinvention; it is the creativity inherent in non-conformity, in self-expression without pretense.

It’s all ‘play’ and no ‘pranks’ as we redefine the jokes associated with April Fools’ Day. When you are playful you unleash your inner self — you set free that fun, friendly, unconventional and slightly odd-looking creature that is inside of you.

True to this spirit, we’re changing things up for April Fools’ Day with a two-day festival that brings together fun, festivities and a host of immersive performing arts. Highly visual and extremely experiential, with an urban contemporary vibe, the festival celebrates the spirit of Bira 91.

The music stage features an eminent music programming line-up that includes the likes of Nucleya, an Indian electronic music producer, Divine (Gully Gang), an award-winning rapper and hip-hop artist from Mumbai; Raja Kumari, An Indian-American songwriter, rapper and recording artist from Claremont, California; LushLife, an American rapper and record producer from Philadelphia; PrabhDeep a 23-year-old rapper who has taken the Indian hip-hop scene by storm; DJ Ishani, the first lady of Indian Hip-Hop; MadStarBase, an international music collective representing USA, UK, India, and Jamaica; DJ Uri, a product of the 80’s Breakdance, Hip Hop & Acid House era; DJ MoCity, a music entrepreneur with a passion for authentic music from all around the world and Anik Khan, a Bangladeshi-American rapper.

The comedy arena will present laugh-a-minute names like Sumukhi Suresh an actor, stand-up comedian, writer and director from India; Anu Menon, an Indian film director and writer; Neeti Palta, India’s favourite female stand-up comedian; Aditi Mittal, an Indian stand-up comedian, actress and writer; Aadhar Malik, an Indian actor, musician, stand-up comedian and a part of the popular comic group, Schitzengiggles Comedy; Sahil Shah one of the founding members of East India Comedy and Atul Kharti, rated among the top Indian comedians by CNN-IBN, and was the only Indian to perform in the Hong Kong International Comedy Festival.

The festival also offers gastronomic delights at the F&B Zone (TBD), including Bira 91 ‘Hot Stuff’ which will have a curated spicy food menu; other pop-ups include Eggjactly, The Grumpy Old Man, Amma Haus, Asian Haus, Fat Lulus, Big Fat Sandwiches, Keventers, Imagine, Sugarthreads, Minus 30, and All Things Chocolate. Another highlight will be the Bira 91 Cocktail bar (TBD) for some spectacular beer cocktails created by stellar mixologists.

The festival will also launch the Bira 91 Merch Shop where visitors can get their hands on exclusive Bira 91 branded merchandise for the very first time.

There is also going to be an immersive theatre section by Crow Experiences; where they’ll create a setup where guests meet and interact with characters and get absorbed in a world of experiential art.

Link to buy tickets — https://insider.in/bira-91-presents-april-fools-fest-march31-april1-2018/event

INDIA’s FIRST IMMERSIVE PERFORMING ARTS AND MUSIC FESTIVAL

India’s first immersive performing arts and music festival, ‘WONDERFLIP’, will be held in rustic, rural Khempur, a 45-minute drive away from Udaipur. Three nights and four days in a fantastical world will have guests meet characters out of fairytales, be absorbed in a world of experiential art, hear some of the greatest live and electronic artists from around the world, and dance the nights away under the stars with abandon. WONDERFLIP — A Magical Circus is a combination of the traditional world of the performing circus with the modern facilities of an outstanding festival experience.

Hosted on the grounds of the Haveli known from the Hollywood blockbuster “The Best Exotic Marigold Hotel”, the festival will take place from the 9th-12th of November 2017. WONDERFLIP aims to establish a new event format in India, being positioned as a premium destination festival that seamlessly connects a global party experience with a seasoned Indian party audience. Two music stages will host outstanding artists, both live and electronic, from India and abroad. Top international aerial, acrobatic and other circus acts will appear all over the festival site, performing mind-blowing acts and stunts, creating unforgettable moments. The WONDERFLIP Circus Bazaar will offer gourmet food and drinks around the clock, as well as shops with exciting gear and specially curated festival merchandise. The Haveli will host a chill-out deck and spa, where guests can relax and unwind. For visitors staying at the venue, WONDERFLIP offers luxury Swiss tents, as well as hotels near the property. Udaipur is a short and idyllic drive away, making it the perfect destination for a weekend of romance, luxury, music and great service in an unmatched atmosphere of energy, sound and excitement.

Globally renowned International and Indian talents will drop by Udaipur to create an unparalleled musical experience for the festivalgoers. The first line-up includes Patrice Baumel, Frankey & Sandrino, Eagles and Butterflies, Atmos, Ankytrixx, Bullzeye, 8-Bit Culprit, Gypsy Sound Revolution, Gaudi and Gaurav Raina, the one-half of the Midival Punditz will be performing solo as Grain at the magical circus.

WONDERFLIP, in association with Royal Enfield, will present ‘Maut Ka Kuan’ (The Well of Death) — an exhilarating motorcycle show where guests will get to witness a thrilling spectacle involving motorcyclists riding along a vertical wooden wall while performing stunts on their motorcycles”

WONDERFLIP is an experiential festival building on the idea that guests are not just passive observers, but active participants. The guests will be given the opportunity to dress up, purchase circus looks, become part of art and performances, and holistically experience the magic and vibe of the festival from within. WONDERFLIP’s artistic emphasis relies on cutting edge art installations; especially commissioned pieces will be designed and showcased by India’s leading artists, fashion designers and design studios. Most of them will be of immersive nature, inviting our guests to interact and engage with the pieces. Over the next five years, WONDERFLIP aims to become India’s premier cutting edge performing arts festival, pushing the boundaries with expression in art, technology and culture.

WONDERFLIP is a festival that cares about everyone including guests, artists, performers, the local community and environment. Several initiatives translate that thought into action: For female guests, the festival offers a special all women’s glamp-site under the name “GAIA”, with pickup/drop off facilities from the airport, female security guards, and all kinds of awesome female-specific festival gear. WONDERFLIP has also become deeply involved with the local community, and created a village activation program that aims to provide livelihood to the community. WONDERFLIP’s eco-initiatives ensure that no trace is left behind. The festival has several recycling partners for plastic and cigarette butts, provide free drinking water re-filling stations, and have designed an eco-friendly sewage disposal system that ensures all sewage generated at the festival campsite is treated and turns into earth-positive fertilizer for the fields to enjoy once the festival draws to a close.

Bira91​, the much-loved beer brand that has gone viral amongst consumers in India announced the launch of two new beers — Bira 91 Light and Bira 91 Strong.

This is the first time since its introduction in early 2015 that Bira 91 has added beers to its portfolio.

Bira 91 Light is one of the first low calorie beers to be introduced in the Indian market. At about 90 calories for a 330 ml bottle, Bira 91 Light is one of the lowest calorie beers, and has a little over half the calories of standard lagers. The beer finally gives health and fitness conscious consumers a choice on the beer list — dispelling the myth that drinking beer would cause a beer belly. At 90 calories, the company’s Founder, Ankur Jain, says, “Bira 91 Light is the lowest calorie option for any alcoholic beverage in the bar. It is lower than a glass of champagne, much lower than Breezers, wine, or cocktails. Heck, its even lower than a glass of milk or orange juice!” The beer is positioned as a “lunchtime lager” — quick refreshment that you can have with a light meal any time of the day. What makes Bira 91 Light unique is the taste. A super light body, clean appearance and crisp taste, the beer is filled with exotic hops from Europe giving it a pleasant, natural finish making it eminently sessionable. Jain said, “Most things that are healthy have a reputation of tasting awful. As a brand our main promise to consumers is taste, and we wanted to make a beer that was not just healthy but also delicious!”

The Indian beer market is dominated by strong beers — over 85% of beers consumed in India are high alcohol. In that context, the launch of a Light beer, which is low calorie, is unusual. Explaining the rationale, Jain said, “Our estimates are that India has about 200 mn consumers of alcohol and only about 100 mn consumers of beer. Bira 91 Light will hopefully give non-beer drinkers another reason to consider beers when they are looking for a refreshment.”

Bira 91 Light will be available in 330 ml bottles and on tap through Bira 91’s draft network, which is now the country’s largest. Bira 91 Light is priced at INR 100 for 330 ml bottle (Ex Delhi). The launch will be in Delhi-NCR, Mumbai, Pune, Goa and Bangalore this quarter and will be expanded to other cities later in the year.

The second launch this week is of Bira 91 Strong. Described by the company as a “High Intensity Wheat beer” this is the first strong beer based on wheat. This beer is a top fermented ale giving the beer a unique and rich taste that is low on bitterness, high on honey and caramel notes. At about 7% alcohol by volume, the beer is designed to usher a revolution of taste to the mass market and aims to disrupt the mainstream beer market. Speaking of the launch, Ankur Jain said, “This is a big beer. High on flavor, high on taste, high in alcohol content. We want the mainstream consumer to consider and discover taste when they make a choice at the retail shelf. With the introduction of Bira 91 Strong, the difference to the consumer will be obvious and we expect that the consumer will quickly up-trade to Bira 91 Strong from whatever they have been drinking thus far!”

Priced aggressively, Bira 91 Strong is priced at only a 20% premium over the largest selling strong beers in the market — with the bet that Bira 91 can be the gateway to great tasting beers to every Indian consumer.

Bira 91 Strong will be available in 500 ml cans and 650 ml bottles. The launch will be across 15 cities in this quarter — covering every active market for Bira 91.

About Bira 91

A craft beer “Imagined in India,” Bira 91 stands to represent a modern India. Established in the summer of 2015 by B9 Beverages and headquartered in New Delhi, Bira 91 has quickly become a rage amongst urban millennials and is now the leading draft brand in the country. A team of over 250 passionate beer lovers, the company now operates two breweries, has offices in 7 cities including New York City and operates across all channels. Crafted with the creative urban drinker in mind — someone who likes to have fun and doesn’t take life (or beer) too seriously, the brand aims to disrupt the global beer world with 21st century technology and its playful monkey mascot.

For more information visit

​ http://www.bira91.com/​