BookMyShow Live has rolled out Sicko Leave, a digital campaign designed around humour, youth vocabulary, and online fan culture, ahead of Travis Scott’s Mumbai concert on November 19 at Mahalaxmi Racecourse. The initiative taps into a rising trend among Indian Gen Z audiences — the creation and sharing of playful, meme-driven leave applications across social platforms.
The campaign reflects how young fans communicate today: through irreverent humour, cultural commentary, and internet-first expression. Whether it is out-of-office emails, school excuses, or elaborate leave notes, everyday conversations have become canvases for wit and self-expression. Sicko Leave turns this behaviour into a creative pre-show ritual that fans can participate in.
At the heart of the campaign is the Sicko Leave Generator, a microsite where users can generate personalised leave ‘applications’. Fans can choose from prompts that mimic office excuses, family scenarios, workplace mishaps, and pop-culture references — constructing leave notes that are intentionally dramatic, humorous, or meme-like. These notes are designed to be shared across Instagram, WhatsApp, and X, turning fans into content creators and extending the cultural moment further.
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Dolly Davda, head of marketing at BookMyShow, said the campaign is built on the “electrifying energy” fans have brought to the India tour. “The response to Travis Scott’s shows has been phenomenal. With Sicko Leave, we wanted to channel that energy — bold, witty, and rooted in fan passion. The campaign brings fans closer to the experience long before the first beat drops in Mumbai.”
The initiative follows the high-energy reception of Travis Scott’s Delhi show earlier this month, which helped set the tone for fan engagement leading into the Mumbai stop.
The campaign reflects BookMyShow Live’s broader ambition: turning live events into cultural moments that extend far beyond the venue. By tapping into internet vocabulary, meme culture, and participatory design, Sicko Leave positions BookMyShow Live not just as an event organiser, but as an active contributor to digital youth culture.
As India’s live entertainment landscape evolves, Sicko Leave demonstrates how brands can create low-effort yet culturally rich tools that let fans shape the experience themselves.
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