Van Heusen and Paytm Insider host virtual concert ‘When Chai Met Toast’ in the Metaverse

• ByStartupStory     |    January 30, 2023

Van Heusen and PartyNite Metaverse join forces to host “Van Heusen Metaplay,” a virtual musical concert taking place on February 2nd, 6 PM. The event will feature Indian Pop band “When Chai Met Toast” performing in the metaverse for the first time.

The virtual performance will feature lead vocalist Ashwin Gopakumar, Guitarist Achyuth Jaigopal, Keyboardist Palee Francis, and Drummer Pai Sailesh playing six of their popular tracks in a 30-minute show. Viewers can RSVP for the event on Paytm Insider, where they can style their avatars with Van Heusen’s latest clothing collection in virtual form, mirroring real-life ensembles available in the brand’s catalog. Get ready to experience the vibrant energy of the virtual concert with Van Heusen and Paytm Insider.

When Chai Met Toast commented on this “We are beyond excited for our fans to witness and enjoy the lineup we have worked on with incredible partners for this concert. It has been our motto to explore the boundaries of music with changing times. We are delighted to share our music with the diverse audience who will get to explore and experience a different kind of musical concert which they will not only attend but feel more immersed and involved in.”

Abhay Bahugune, COO, Van Heusen said, “As an ever-evolving fashion brand that has always been anchored in innovation, we have not only entered this virtual space of Metaverse, but have also started creating next-gen retail experiences, with an aim of tapping into newer and more dynamic forms of engagement with our consumers. Fashion in the metaverse is poised to emulate what we already see in day-to-day life; it is engaging to dress-up avatars and use fashion as a form of self-expression and personal status. This musical concert is just the perfect amalgamation of Fashion, Music and cutting-edge technology that we would like to share with our discerning consumers. We are also the first ever fashion brand to enter the Metaverse in India with such an immersive experience.”

Rajat Ojha, CEO, Partynite Metaverse said, “This is a truly unique event where entertainment and fashion are coming together for the first time on Metaverse. We worked on very interesting landscapes to mount the concert, it had to be swanky and NextGen to match up with the essence of the band and at the same time we had to integrate the brand experience seamlessly, in a fun way. The virtual concert along with shopping will make for wholesome entertainment for the audiences. The audience is not just going to enjoy the concert; they will be completely part of it. The focus on the audience is like never before and that will set the stage for PartyNite in 2023”.

Varun Khare, Business Head, Paytm Insider said, “Whether it’s a live event or digital event, offering unique experiences for the audience is massively important and has been our core. This time too, we have left no stone unturned in curating this extraordinary event that bridges the gap between the physical and digital space to deliver a truly shared experience like no other. We are happy to partner with Van Heusen and PartyNite for this one of a kind music and fashion event.”

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