BookMyShow Live taps youth culture with playful Sicko Leave campaign

BookMyShow Live has launched a digital campaign titled Sicko Leave ahead of Travis Scott’s CIRCUS MAXIMUS WORLD TOUR stop in Mumbai on 19 November 2025 at Mahalaxmi Racecourse. The initiative follows the artist’s high-energy debut in Delhi and reflects the rising popularity of witty, personalised leave applications across social media. The campaign adapts this trend to the tour moment, positioning it as an engaging, fan-centred experience.

The concept is rooted in a broader shift in how India’s youth communicate. Gen Z has developed a distinct style marked by humour, self-awareness and pop-cultural references, often using routine workplace interactions as spaces for creative expression. BookMyShow Live incorporates this behavioural shift into Sicko Leave, framing the campaign as an extension of the momentum surrounding Travis Scott’s arrival in India. The response in Delhi, characterised by mosh pits, expressive fashion and unfiltered enthusiasm, set the tone for Mumbai.

 

 

 

 

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The campaign’s core proposition is that fans do not need sick leave but Sicko Leave, presented as a tongue-in-cheek permission slip to attend the show. Its central feature is a custom microsite called the Sicko Leave Generator, which creates humorous, personalised leave requests based on user prompts. These applications range from the melodramatic to the absurd, tailored to the intended recipient and designed for easy sharing on social platforms. Examples include excuses about impressing a chai seller, correcting overly dramatic business presentations or retiring the use of ‘La Flame’ from email signatures. Other versions tap into online culture, comparison-driven family dynamics or musical obligations at home.

Users can share the generated content with a single tap, tagging @bookmyshow.live and pairing posts with the Sicko Mode audio for a chance to win official merchandise. According to Dolly Davda, head of marketing at BookMyShow, the campaign mirrors the raw energy of the tour and aims to bring fans closer through participatory experiences.

Sicko Leave operates as a light-hearted cultural release, reflecting how young audiences navigate work, family and digital interactions while elevating live music as shared social currency ahead of the Mumbai show.