Ola Sandwell and Birmingham Mela 2019, the Asian music festival, has signed two international brands and a new Bollywood music TV partner for the 2019 event.

The event welcomes Indian ride-hailing brand Ola as its title partner and Lidl GB as its associate partner. This is the first time both Ola and Lidl have partnered up with a Mela. MTV Beats, a 24-hour Bollywood music channel, joins as the “powered by” sponsor. Lidl GB will be bringing an array of activities to the Mela, including a cooking demonstration with tasters from Chef Tony Singh and the chance to blend your own smoothie on one of Lidl’s smoothie bikes.

MTV Beats will be bringing a “new level” of Bollywood based entertainment, giving people an opportunity to “participate, enjoy and feel nostalgic about music they love” as well as enjoy a Bollywood lounge, music themed merchandise and more. 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 and 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, added: “We are delighted to be the headline sponsor for the Ola Sandwell & Birmingham Mela festival, the biggest Asian music festival in Europe. 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.”

Ola Sandwell and Birmingham Mela will be held July 20-21, 2019 at Victoria Park, Smethwick. Now in its ninth year the event celebrates South Asia and British culture and is 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 funfair.

Ola Sandwell and Birmingham Mela is lottery funded and supported by Arts Council England.