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.