Red FM’s Dugga Dugga Festival Brings Culture and Mindful Hydration Together with AUM Premium

Red FM partnered with AUM Premium as the Hydration Partner for ‘Dugga Dugga Festival 2026 a celebration of Bengali music and culture during the Sharodiya season. The festival was held at Sensation Lawn at GIP Mall, Noida.

As the Hydration Partner, AUM Premium brought its natural Himalayan spring water to the festival, becoming part of an evening that celebrates Bengal’s rich musical heritage and contemporary sound. Through this association, AUM Premium was part of the festival experience, offering attendees a premium refreshment option as they came together to enjoy music and celebrate the festive spirit.

Speaking about the partnership, Jagriti Motwani, Founder & CEO, AUM Premium, said, “Dugga Dugga Festival was a beautiful celebration of Bengali music and culture, bringing together artists and audiences through the spirit of Sharodiya. At AUM Premium, we believe mindful hydration should be a part of everyday life and our focus has always been in making natural Himalayan spring water accessible to more people. Being part of this celebration was a lovely experience, and we’re glad to have brought AUM Premium to an evening filled with music, culture and shared moments.”

The festival featured performances by renowned Bengali artists, including Lopamudra Mitra, Rupankar Bagchi, Anupam Roy and Fossils. From soulful melodies and contemporary singer-songwriter sound to high-energy rock, the programme brought together diverse musical styles offering audiences an opportunity to experience the richness of Bengali music in a seated sitting.

The festival featured a diverse partner ecosystem, with LIC Housing Finance Ltd., JK Maxx Paints, Pride Plaza Hotel, SBI, Muthoot Finance, Gas-O-Fast and Redcliffe Labs alongside partners Infra Edge Media, Chical India, India Gate, Meera Basu, Narayana Health and VLCC Clinic. The food and beverage partners included Shondesh Sweets, Bijoli Grill, Blue Tokai Coffee, Raju Chaat Corner and Petpuraan.

The association reinforces AUM Premium’s commitment to making mindful hydration part of experiences that bring together culture, community and conscious living.

About AUM Premium:

AUM Premium, Bhagva Future Ventures brand, is India’s first mindful hydration Himalayan spring water brand, headquartered in Gurugram. Packaged in Himachal Pradesh and available in three SKUs, the brand is built on a simple belief that everyday hydration should begin with water that is genuinely pure and naturally good for you.

Sourced from high-altitude Himalayan springs, AUM Premium water originates from ancient glacial melt and is naturally filtered through layers of rock and earth. The result is water that is naturally enriched with essential minerals including calcium, magnesium, and potassium. As consumers increasingly prioritise health and cleaner consumption, AUM Premium can be a trusted choice for those who want better, more conscious hydration as part of their daily lives.

AUM Premium is available across 20,000+ pin codes in India via e-commerce platforms, including Amazon India, Blinkit, Instamart and Shopify as well as its direct-to-consumer website.

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