At its heart, the collaboration brings together two experiences that people connect with emotionally, Zakir Khan’s storytelling, rooted in relatable everyday Indian moments and Grameen Kulfi, a brand built around comfort, familiarity and the sweet nostalgia of a beloved “desi treat”.

Zakir Khan’s Papa Yaar is a deeply personal and widely relatable comedy special that celebrates fatherhood and everyday Indian emotions with Zakir’s signature warmth and storytelling. For Grameen Kulfi, the association reflects a larger brand vision, to be part of cultural moments that bring people together, evoke emotion and create shared memories.

From fun social media content and on-ground vox pop interactions across cities to backstage conversations with Zakir Khan and exclusive fan moments, the partnership has been designed to go beyond just sponsorship and become part of the overall Papa Yaar journey.

Commenting on the collaboration, Mr. Jeetendra Bhandari, Founder, Walko Food Company, said, “Grameen Kulfi has always been about honoring India’s original ice cream & building it as a category. Zakir Khan resonates deeply not only with the brand’s name and product positioning, but also with its spirit as a true son of the soil — someone rooted in his land, culture and people, yet celebrated nationally & internationally. Partnering with Zakir Khan’s Papa Yaar for an entire year felt like a true extension of that vision. We see this as a cultural partnership, where a new-age Indian kulfi brand becomes part of stories unfolding across cities and audiences nationwide.”

Zakir Khan added, “Comedy has always been about connection, about finding pieces of ourselves in stories. When a brand understands that emotion and chooses to back an entire journey like Papa Yaar, it becomes more than just sponsorship. There’s something very warm and familiar about Grameen Kulfi as a brand, and that made this association feel like a perfect fit for a tour that is so personal and rooted in shared Indian experiences.”

Speaking about the collaboration, Shoven Shah, Founder & CEO, TribeVibe Entertainment said, “For TribeVibe, live entertainment today presents brands with the opportunity to participate in culture, not just advertise around it. The Grameen Kulfi x Zakir Khan collaboration is a strong example of how TribeVibe enables brands to meaningfully align with content, emotion and audience experiences in an authentic, long-term manner. A year-long association across 50+ shows allows the brand to build a sustained and credible presence within a cultural journey that audiences are actively engaged with and emotionally invested in.”

Kolkata, August 3rd 2025: An unforgettable night of friendship, music and memories unfolded at the Biswa Bangla Mela Prangan in Kolkata this Saturday, as McDowell’s Soda Yaari Jam, produced and promoted by TribeVibe Entertainment, a BookMyShow enterprise kicked off its much-anticipated 2025 edition performing to an energetic crowd of friends and families, each enjoying a bond that only music can bring out.

The event drew thousands of fans to the heart of the city to experience an evening steeped in energy, emotion and the spirit of yaari. From iconic rock to contemporary pop and genre-bending electronic beats, the concert featured a powerhouse line-up that celebrated music’s ability to forge genuine connections.

The night opened with Bharg Kale, who set a dynamic tone for the evening. Following Bharg, Fossils, Kolkata’s legendary Bangla rock band, took the stage with fiery performances of tracks like ‘Ekla Ghar’ and ‘Bishakto Manush’. Bringing warmth and melody to the evening, SANAM performed timeless covers and originals, including ‘Lag Jaa Gale’, ’Gulabi Aankhen’ and ’Yeh Raaten Yeh Mausam’, striking an emotional chord. Closing the event with a power-packed performance, King elevated the energy with hits like ’Crown’ and ’Maan Meri Jaan’, creating a mass sing-along moment under the stars.

As the lights dimmed and the final notes echoed into the Kolkata night, one thing was clear, yaari was the real headliner of the evening. From singing in sync with strangers to dancing alongside old friends, the city came alive with the spirit of connection.

“There’s no better way to celebrate Friendship Day than by turning it into a memory of a lifetime—and that’s exactly what we did with Yaari Jam,” said Varun Koorichh, Vice President and Portfolio Head – Marketing, Diageo India. “Seeing real-life friends like KING and Karma jam together at 36,000 feet was just the beginning. Bringing that same spirit right to the heart of Kolkata has been truly iconic. What began as a simple celebration of friendship has now grown into one of India’s biggest branded live IPs. Just last year, we connected with over 50,000 people across five cities through Yaari Jam, and every edition becomes bigger, bolder, and closer to our audiences’ hearts. At the centre of it all is friendship—and we’re excited for what lies ahead as we take this celebration to even more cities.” 

Speaking on the success of the event, Shoven Shah, Founder & CEO, TribeVibe Entertainment, said, “McDowell’s Soda Yaari Jam was envisioned as a space where music meets memories and friendships find their rhythm. It has grown into a celebration of connection, community and shared joy. Kolkata showed up with unmatched energy, love and passion, proving just how powerful music can be in bringing people together. The response reaffirmed our belief in the idea of ‘yaari’ as a cultural force and we’re incredibly excited to take this spirit across more cities in India soon.”

With hearts full and playlists updated, McDowell’s Soda Yaari Jam now gears up to take this celebration of friendship and music to more cities across India. Stay tuned as the Yaari journey is just getting started.