Ola replaces headline TV sponsors at Sandwell & Birmingham Mela 2019

Lakh Baddhan

Senior Editor


For the first time, the Sandwell & Birmingham Mela has moved away from its television partners as headline sponsors and roped in Indian taxi-hailing giant Ola.

In previous years, Star Plus and ZEE TV were the mela’s main sponsors and this year will see Ola headline sponsor. MTV Beats will tie up for the Sandwell & Birmingham Mela for the first time, as its ‘Powered By’ sponsor. Lidl GB has been confirmed as associate sponsor.

Ola Sandwell & Birmingham Mela will be held on 20th – 21st July 2019 at Victoria Park, Smethwick. Now in its 9th year the event is the biggest of its kind in UK and attracts thousands of visitors. Encompassing of celebrating South Asia and British culture the Mela is a festival style event open to all communities and ages offering international music and film acts, local talent performances, international food outlets, arts and crafts village, shopping bazaar and a massive funfair.

Other sponsors include East End Foods and Motor Point, radio partner Raaj FM and charity partner Cancer Research UK.

Danny Singh, Chair of Ola Sandwell & Birmingham Mela, said, “This year we are proud to welcome our new partners; Ola, Lidl and MTV Beats. The Mela has grown from strength to strength from its artistic programming delivery, sponsors, partners to the festival experience. Bringing these brands to the Mela is an innovative and meaningful way to engage with ethnic audiences.”

Emma Kenelm, Chief Marketing Officer of Ola UK, said, “We are delighted to be the headline sponsor for the Ola Sandwell & Birmingham Mela festival, the biggest Asian music festival in Europe. Ola is an app based ride-hailing service recently launched in the UK, with global roots in India. This festival provides a unique opportunity to celebrate our heritage and culture, as well as our launch in Birmingham. Ola has now launched in six cities across the UK and looks forward to meeting new riders and drivers at the festival. We hope everyone has a fantastic time.”

Govind Shahi, Executive Vice President of IndiaCast UK (operates Colors, Colors Rishtey, Colors Cineplex, MTV Beats & News18) said, “A Mela is all about bringing people together to celebrate the vibrant culture, traditional food and varied entertainment which we strongly believe is thoroughly represented through our network of 5 TV channels in the UK namely Colors, MTV Beats, Colors Rishtey, News18 and Colors Cineplex. With MTV Beats being the powered by partner, we would engage with the audience and showcase the vibrancy of our brand in true Bollywood style. We are thrilled to partner with Ola Sandwell & Birmingham Mela and are confident of it being another year of success.”