JetSynthesys Ropes in Ex-BookMyShow Head to Lead New Vertical JetAlive

JetSynthesys today announced the launch of JetAlive, a new vertical dedicated to creating the next generation of phygital live experiences.

JetAlive will curate a diverse slate of immersive, live-first experiences—from culture festivals and edutainment platforms to tech-driven showcases and flagship gatherings.

JetAlive is built to span a broad spectrum of live cultural experiences, powered by new technology, fan engagement models, and phygital innovation.

Each property under JetAlive will be designed to foster deeper emotional connections—where digital and physical worlds converge, and audiences are not spectators but active contributors.

The vertical’s debut lineup includes: Lucky Ali India Tour – An intimate musical experience that reimagines the concert format, K-Town – A vibrant celebration of Korean culture, blending fandom, fashion, and performance and JetFest – A first-of-its-kind showcase merging gaming, tech, and lifestyle into an interactive festival.

JetAlive will also focus on developing original IPs, crafted to offer distinctive, thematic experiences that go beyond entertainment to build communities and subcultures.

Leading JetAlive is industry veteran Kumar Razdan, who brings over two decades of experience from BookMyShow and Nesco, where he built some of India’s largest live experience platforms.

At JetAlive, Razdan will oversee the creation of meaningful engagements that seamlessly integrate culture, technology, and community.

“Live experiences in India are undergoing a radical shift. Today's audiences are looking for more immersive, tech-enabled, and participatory formats. With JetAlive, we aim to lead this transformation by crafting moments that blend storytelling, innovation, and real-world connections. I’m excited to shape this future with JetSynthesys—a brand that deeply understands the pulse of tomorrow," Razdan said.

JetAlive’s rollout across major cities will be supported by collaborations with ticketing platforms, loyalty programmes, and integrated membership models.

Closely tied to the broader JetSynthesys ecosystem, JetAlive will serve as the experiential gateway, offering fans new and dynamic ways to engage with the brand—across gaming, esports, music, lifestyle, and beyond.