Tigerfire Vodka has introduced a curated nightlife experience in Mumbai through a multi-location bar trail created in partnership with BMW Infinity Cars and BMW Navnit Motors. The activation is being positioned as an experiential hospitality format that connects premium venues, controlled movement and brand-led engagement. The initiative is associated with Tigerfire Vodka, co-founded by Sanjay Dutt and Paresh Ghelani.
The Mumbai activation was organised across Bandra Born, Late Checkout and AER Mumbai. Each venue offered a different setting while maintaining consistent brand integration through signature serves and in-venue placements. Guests were moved across locations through scheduled transitions rather than independent visits, reflecting a shift towards more coordinated nightlife programming.
Transportation between venues was managed through chauffeur-driven BMW vehicles, positioning mobility as part of the overall experience while also supporting controlled and responsible consumption. The activation also included a limited group of creators and industry participants who documented the event in real time, extending its visibility beyond on-ground engagement.
Tigerfire Vodka Chief Executive Officer Badal Moradia said the brand wanted to be defined by the experiences associated with it rather than conventional formats. He noted that the collaboration with restaurants and BMW helped create a distinctive nightlife journey where the travel experience became as important as the destination itself.
The initiative reflects a broader trend within the hospitality and beverage industry, where brands are increasingly adopting multi-location formats that combine curated programming, integrated transport and immersive guest experiences.