BookMyShow Live Unveils 'Sicko Leave' Ahead of Travis Scott Show

BookMyShow Live has launched a new campaign called “Sicko Leave” ahead of Travis Scott’s Mumbai concert on November 19. The campaign introduces a simple online tool that lets fans create customised leave-request notes to share with friends, colleagues or online. The idea is to give concert-goers a light, relatable way to announce they are taking time off to attend the show.

The Sicko Leave Generator allows users to enter their name, choose from preset leave reasons, and download or share the final note directly on social platforms. The reasons range from everyday situations to humorous excuses, mirroring the way people often message their managers or teachers when they need time off.

Dolly Davda, Head of Marketing at BookMyShow, said the tool is meant to capture the build-up to Travis Scott’s first India appearance and give fans something simple and fun to use before the event. She added that the campaign focuses on fan behaviour, social-sharing habits and the excitement surrounding major live shows.

• BookMyShow Live launches ‘Sicko Leave’ tool ahead of Travis Scott’s Mumbai concert
• Fans create customised leave notes as hype builds for Travis Scott’s India debut
• ‘Sicko Leave’ campaign drives engagement through shareable, fan-driven content

The concept uses a familiar format — asking for leave — and turns it into a shareable asset that fits common online trends. By doing so, BookMyShow Live is using a straightforward digital approach to drive conversation around the concert without over-the-top promotions.

The campaign also reflects how concert marketing in India is shifting. Along with traditional advertising, companies are now creating easy-to-share tools and interactive elements that help fans participate before the event. These formats are becoming common as more international artists tour India and organisers look for ways to boost engagement.

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With the Mumbai show nearing, the “Sicko Leave” campaign provides fans with a simple way to mark the countdown while generating organic visibility for the event.