Welcome to CXQuest.com, where we explore the intersection of customer experience, brand strategy, and cultural resonance. Today, we’re diving deep into one of India’s most distinctive cultural marketing partnerships of 2025 – Woodpecker’s association with Red FM’s South Side Story festival. This Woodpecker partnership represents more than just brand sponsorship; it exemplifies how premium beverage brands can authentically connect with cultural celebrations while enhancing customer experiences through meaningful engagement.
Our conversation today focuses on how Woodpecker, under the leadership of the SOM Group of Companies, leveraged the vibrant Onam celebrations at South Side Story 2025 to create immersive brand experiences that resonated with both South Indian diaspora and curious North Indian audiences. The festival, held at KD Jadhav Wrestling Stadium in New Delhi over two days in August, drew over 12,000 attendees and showcased an unprecedented blend of music, cuisine, literature, and cultural artistry.
What makes this partnership particularly compelling from a customer experience perspective is how Woodpecker transformed traditional beverage marketing into cultural bridge-building. The brand didn’t merely sponsor the event; it created dedicated “Woodpecker zones” that became cultural hotspots where festival-goers could relax, recharge, and immerse themselves in authentic South Indian traditions while enjoying premium refreshments. This approach demonstrates how brands can move beyond transactional relationships to build emotional connections through shared cultural moments.
Timing and Execution
The timing and execution of this partnership reveal sophisticated understanding of India’s evolving demographic landscape. With 60-65% of attendees being from South Indian backgrounds and 35-40% from North India, South Side Story 2025 represented a unique cultural exchange platform. Woodpecker’s strategic positioning within this space showcases how premium beer brands can authentically participate in cultural narratives while delivering exceptional customer experiences that transcend traditional marketing boundaries.
Today’s discussion will explore the strategic thinking behind this partnership, examining how Deepak Arora, Chief Executive Officer, SOM Group of Companies, and the SOM Group team conceptualized Woodpecker’s role not just as a beverage provider, but as a cultural facilitator. We’ll investigate how this approach aligns with broader trends in experiential marketing, cultural branding, and the evolving expectations of modern consumers who seek authentic, meaningful brand interactions.
Source: https://cxquest.com/woodpecker-an-exclusive-interview-with-ceo-of-som-group-of-companies/
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