Ahead of Travis Scott’s Mumbai performance on November 19 at the Mahalaxmi Racecourse, BookMyShow Live has launched Sicko Leave, a digital campaign inspired by the growing trend of humorous leave applications circulating among young Indians online.
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The campaign taps into a broader cultural shift where everyday communication-such as out-of-office notes and workplace leave requests-has become infused with memes, humor, and pop-culture references. By aligning with this expressive, hyper-online style, BookMyShow Live aims to mirror the excitement and digital buzz surrounding the rapper’s India tour. The high-energy response to the Delhi show earlier this month set the tone for this extension.
At the heart of the initiative is the Sicko Leave Generator, a microsite that allows fans to create personalised leave “applications” for social sharing. Users can choose from a mix of prompts to generate playful excuses for taking time off-ranging from pop-culture callbacks to quirky workplace scenarios and relatable family situations. Designed as a pre-show digital collectible, the generator fuels fan participation in the lead-up to the Mumbai concert.
Dolly Davda, head of marketing at BookMyShow, said: “The response to Travis Scott’s India tour has been phenomenal. With Sicko Leave, we wanted to capture that same energy-bold, witty, and rooted in fan passion. The campaign reflects the raw, unfiltered essence of Travis Scott’s universe, while giving fans a creative outlet to celebrate the anticipation long before the first beat drops. As India’s live entertainment landscape evolves, Sicko Leave highlights our goal of turning every event into a shared cultural moment.”
The campaign ultimately reflects how young audiences balance work, family expectations, and digital life-while treating live music as a cultural priority. Through Sicko Leave, BookMyShow Live positions itself squarely within this online behaviour as the Mumbai show approaches.
