In a step that may redefine the Indian live entertainment ecosystem, RuPay, National Payments Corporation of India (NPCI)’s payment network, has partnered with BookMyShow, India’s leading ticketing company, in a year-long strategic tie-up. The initiative launches the ‘Live Events Passport’ that grants RuPay cardholders privileged access and experiences across the thrilling 2025 and early 2026 live events calendar.
Unlocking Privileged Access for RuPay Cardholders
Under this program, RuPay card users are offered a package of exclusive benefits for India’s biggest live events, such as Sunburn 2025, Lollapalooza India 2026, and Bandland 2026, and a wide variety of concerts with global and Indian artists. Card members have access to:
- Early pre-sale ticketing for big-ticket events.
- Exclusive ticketing zones and special lounge areas at specific venues.
- Fast-lane entries for hassle-free top-ups at the venue.
- Exclusively curated food and beverage offers along with merchandise benefits, enhancing the ground experience.
VIP lounge experience in experiential settings, reminiscent of high-end services extended by international players earlier but accessible to RuPay consumers now.
Connecting Payments with Culture and Experience
The collaboration is an example of how financial brands can drive cultural engagement. With the union of payment innovation and experiential value, RuPay positions itself not only as a payments method, but as the facilitator of rich, engaging experiences. BookMyShow will enable RuPay’s benefits at strategic digital touchpoints, such as its homepage and transaction flows—so that consumers can easily find and avail these special benefits.
NPCI spokesmen have highlighted this merger as a chance to deliver meaningful, context-specific value to the next generation of entertainment consumers, especially younger, digitally born ones. “With this alliance, we provide more than tickets- we provide access, customized interaction, and memorable experiences,” said an NPCI spokesperson.
Future-Forward for India’s Entertainment Economy
BookMyShow sees this tie-up as part of a broader transformation in India’s entertainment sector, where audiences increasingly seek personalized and immersive experiences instead of just standard event attendance. Samradha Tibrewala, Head of Partnerships at BookMyShow, stated, “We’re committed to innovating at the intersection of technology, culture, and consumer expectations. The partnership with RuPay helps us reimagine engagement for today’s culture-forward consumer”.
The ‘Live Events Passport’ partnership marks a world where payments, access, and entertainment blend into one another, uniting community, commerce, and culture at each event. Be it music festivals or hit concerts, RuPay card members will experience an entire year filled with exclusive access and memories to cherish—making the partnership a revolutionizer in the world of live events.
