HIJACKK is India’s first culture-led mobile double-decker bus designed as a moving social space rather than a fixed venue or activation format. Instead of pulling audiences into a branded environment, it places itself within the city’s natural flow, allowing people to step in, interact, and move on. The format prioritises participation over programming and presence over promotion.

In December 2025, HIJACKK was deployed at Sunburn Festival, Mumbai  in collaboration with Tuborg. Rather than functioning as a conventional brand lounge, the bus operated as an informal social hub within the festival ecosystem. It allowed the brand to be part of the audience’s downtime moments between sets, without interrupting the core experience.

The same thinking has shaped its use during IPL seasons, including gatherings linked to Chennai Super Kings fan culture, where the bus served as a shared space for fans to meet and spend time, instead of a campaign-led installation. Across cities, HIJACKK has also been used for pop-ups, private functions, and collaborative brand moments that adapt to context rather than impose a fixed format.

For marketing and media observers, HIJACKK offers a clear signal of how experience design, brand presence, and youth engagement are evolving in India. In a market dominated by static venues and high-decibel activations, this format demonstrates how brands can integrate into cultural moments without overwhelming them.

We would welcome the opportunity to explore an exclusive feature or interaction examining this shift through a marketing and media lens. Visual assets, background inputs, and access to the team can be shared should this align with your editorial focus.