A.R. Rahman Live in Pune: How We Ran the Digital Campaign
A stadium concert has one date and no second chance. This is how we handled the digital side of A.R. Rahman Live in Pune at MCA Stadium.
The same night launched the R.K. Laxman Award, given to Aamir Khan, organised by R.K. IPR Management with the R.K. Laxman family.
One date, four artists, one stadium
An event with a fixed date turns marketing into a sequencing problem. People in Pune and across Maharashtra had to hear about the concert, believe it was worth the ticket and then act, all before a deadline nobody could move.
A line-up of four artists helps, but it also asks more of the campaign. Each artist has a different audience, and the content has to make sense to all of them without turning into a generic announcement.
How the campaign was built
- One arc, from trailer to ticket push. The content ran from the first trailer, through line-up content, to ticket-push reels.
- Creators from Pune and Maharashtra. We shortlisted, briefed and collaborated with creators across Pune and Maharashtra.
- Artist-led content. Creator reels featured the line-up directly, including posts with @mipalkarofficial (Mithila Palkar) and @atharvasudame, alongside the official line-up reel from @rkiprofficial and a concert trailer from @kothrudkarpune made with @rkiprofficial.
- Formats. Instagram reels for the creator collaborations, and a YouTube Short from Bharatiya Digital Party (BhaDiPa).
The creator posts are embedded on our work page.
What the campaign reached
The campaign reached an audience of 40M+ people. This page does not include ticket numbers or budget.
The working principles behind it
- A fixed date makes sequencing the job. Content that announces, content that convinces and content that asks for the ticket are different pieces, and they need to arrive in that order.
- A creator is only useful if the brief respects their own audience. A reel that sounds like an advertisement in someone else’s voice does not travel.
- Reach is a starting number. A stadium campaign is measured in tickets, so each piece of content should have a job on the way from seeing to buying.
Related pages
Campaign strategy and execution
End to end campaigns for launches, releases and events.
Read the serviceMarketing a concert or live event in Pune
A practical sequence for planning event marketing.
Read the articleEvent Marketing
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