Global card payment network RuPay by National Payments Corporation of India (NPCI) has entered in a year long partnership with entertainment giant BookMyShow.

"Through this partnership, we aim to offer meaningful value combining access, ease, and exclusive benefits to position RuPay not just as a payment option, but as an enabler to rewarding and relevant experiences,” said an NPCI spokesperson.

Announced on Tuesday, the collaboration spans both digital and on-ground channels, bringing a unified entertainment and payment experience RuPay customers.

Through this partnership, RuPay cardholders will be able to avail exclusive access to some of BookMyShow’s exclusive intellectual properties including Sunburn, Lollapalooza India, Bandland aside from the entire calendar of live event concerts hosted on the platform.

Benefits for the cardholders entail early pre-sale access, exclusive ticketing zones, curated food and beverage offerings, merchandise perks, fast-lane entry for top-ups and access to dedicated lounge areas at select venues.

Like the HSBC and Kotak Mahindra’s VIP lounges, RuPay will also have its own experiential spaces on-ground to elevate brand-consumer engagement.

BookMyShow will integrate RuPay across key touchpoints to offer exclusive benefits, blending seamless payments with culturally relevant experiences for next-gen users.

"Live entertainment in India is undergoing a remarkable transformation as audiences increasingly seek experiences that are not only entertaining but also personalised, immersive and value-driven," a BMS spokesperson said.