New Delhi, Aug 24: Red FM, one of India’s private radio and entertainment networks, is gearing up for the 8th edition of South Side Story, its flagship cultural property celebrating the music, food, art, literature, cinema and stories of South India. This year, the festival brings together a strong line-up of brand, media and cultural partners, with Harley-Davidson coming on board as the Title Partner, Hocco as the Presented By partner and Bharosa Cabs as the Powered By partner, alongside a diverse ecosystem of partners spanning automotive, food and beverage, AI, finance, hospitality, media and the creator community, further strengthening the festival’s vision of bringing culture and communities together through immersive experiences.
South Side Story will return to Delhi on 29th and 30th August 2026 after successfully concluding its maiden edition in Pune on August 22nd, before finally making its way to Bengaluru on 28th November 2026. Over the years, the festival has evolved from a music-led property into a larger cultural platform, creating a space where audiences can discover and engage with the diverse traditions and contemporary expressions of South India.
Speaking about the 8th edition, Nisha Narayanan, Director & COO, RED FM, said,
“In its 8th edition now, Red FM South Side Story has grown into a cultural movement bringing together artists, creators, communities and brands around the depth and diversity of South Indian culture. As we take the festival beyond Delhi, its home since day one, to Pune and Bengaluru for the first time this year, our partner ecosystem reflects that very belief. We strongly believe that culture becomes more meaningful when it is experienced, shared and celebrated together. Each of our partners brings a distinct energy to this journey, and together, we’re building experiences that go beyond traditional brand integrations to become a meaningful part of how audiences discover and connect with India’s rich cultural tapestry.”
Hocco will be an integral part of the 8th edition, bringing its brand into a culturally immersive environment that brings together music, food, lifestyle and culture enthusiasts. Speaking about the partnership, Roli Shrivastava, CMO, Hocco said, “Culture has always been an important part of how we think about building Hocco. With Hocco Spotlight at South Side Story, we wanted to go beyond celebrating South Indian culture and create a genuine platform for upcoming artists who are shaping it. It’s our way of giving fresh talent the stage they deserve and being part of a cultural movement that feels real and relevant. Our association with South side story is a celebration of culture, music & community.”
AskSila joins the festival as a partner, adding to the diverse ecosystem of brands supporting the cultural property. Speaking about the association, Tarun Singhal, Senior Growth Leader, AskSila, said, “Every RJ on Red FM has spent years building something no algorithm can fake: real trust with real listeners. What we’re building with AskSila is a way to scale that trust, not synthesize it. South Side Story is a powerful example of that in action- where culture, community and technology come together to create new forms of audience engagement. Through this first of its kind partnership with RedFm, we’re bringing AI-powered digital twin experiences into a live cultural environment, letting audiences interact with familiar voices in new and unexpected ways. At the festival, they’ll be able to engage these digital twins directly, asking questions and discovering information about artists, experiences and more, all at the click of a button.”
As a part of the festival’s larger focus on South Indian art, craft and design traditions, Neytt joins South Side Story once again to spotlight the heritage and craftsmanship behind its work. Speaking about the collaboration, Sivan Santhosh, Founder and CEO, Neytt, said “Craft is a living expression of culture, carrying stories, traditions and knowledge across generations. Our association with South Side Story gives us an opportunity to bring audiences closer to the craftsmanship and cultural heritage that inspire our work. Through this collaboration, we hope to create a more intimate understanding of the artistry behind handmade rugs and encourage a new generation to appreciate and engage with traditional craft.”
The partnerships further reinforce South Side Story’s evolution as a multi-dimensional cultural IP, where brands are not simply sponsors but become part of experiences rooted in music, food, art, literature, cinema and community.
This year’s edition features a powerful artist line-up including Baby Jean, Aksomaniac, Thaikkudam Bridge, Avial, Karthik, Shobana, Raghu Dixit, Sooraj Santhosh, Arya Dhayal, Masala Coffee and more. Beyond music, audiences can experience South Indian literature, cinema, food and art through a series of curated partnerships and activations.
The festival’s partner ecosystem includes Bank of Maharashtra as the Banking Partner, LIC Housing Finance as the Housing Partner, New India as a Supported By partner, Kati Patang as the Pouring Partner, Smirnoff as the Celebration Partner, Radisson as the Hospitality Partner, The Hindu as the Print Media Partner, Dainik Jagran as the Digital Media Partner, Local Samosa as the Community Partner and Its On Us as the Creator Partner.
The literature segment will feature collaborations with Oxford Bookstores, Kunzum Bookstore, DC Books and Kerala Literature Festival, while the cinema experience will be curated in partnership with Indian Habitat Centre. Food experiences will bring together Mahabelly, South Side Habits, Draavin Canteen, Naivedyam and Bili Hu, alongside the much-awaited Onam Sadhya, featuring a 20-dish South Indian culinary spread.
With its expanding partner ecosystem and multi-city presence, the 8th edition of South Side Story aims to further its role as a platform for cultural discovery, cross-regional exchange and immersive audience experiences.