Bhajan Clubbing: Gen Z's New Devotion, Brands Join Sober Rave Trend

• Bhajan clubbing, a trend blending devotional music with club aesthetics, is gaining popularity among Gen Z in cities like Ahmedabad, Bengaluru, and Delhi.
• These events are hosted in large venues, offering an alternative to traditional nightlife by providing a 'sober rave' experience without alcohol.
• Gen Z is drawn to the community aspect, shared identity, and freedom of expression, mirroring broader trends in wellness and cultural roots.
• Brands like ITC's Mangaldeep are engaging with this trend, seeing it as a way to connect with younger consumers and support evolving spiritual expressions.
• The trend signals a shift in devotional marketing from ritual to experience, reverence to relevance, and targeting older audiences to youth-first engagement.

Why It Matters: Bhajan clubbing redefines devotion for Gen Z, offering a sober, communal spiritual experience that brands are embracing.