ADITYA BIRLA GROUP - AADYAM: Reviving Indian Theatre with 'A Few Good Men'
9 sold out shows | 1.98M Impressions | 863K+ Reach | 73K Clicks |
9 sold out shows | 1.98M Impressions | 863K+ Reach | 73K Clicks |
The Objective
To launch Aadyam's production of 'A Few Good Men' on Digital while ensuring we put bums in seats in theatres across Mumbai & Delhi.
The Observation
The film, 'A Few Good Men', its writer, Aaron Sorkin, and the star studded cast ensured it had a sizable fan base of its own. People who hadn't watched it, would've inevitably come across its iconic punchlines through pop culture references or even memes.
The Rollout
Leveraging the clout of both a veteran director and the cast for Aadyam's production, we targeted individual fan bases by introducing each character with their most iconic dialogues from the script. This was interspersed with trailers and posters that highlighted the theme of the play along with its central moral conflict.
We geo-tagged the posts to venues, targeted Aadyam's database and used interest based filters to maximize ROI for the brand. All our posts redirected traffic to Insider to drive awareness with a wave of retargeting in the final week to drive home, ticket sales.
To engage audiences on social media, we delivered long form interviews from the crew to underline the craftsmanship behind the production, partnering with Miss Malini to demonstrate the versatility of stage actors in Dialogues with A Twist. Radio & OOH helped amplify our message, while social media influencers were invited to cover the Grand Opening on their channels.
*9 Sold Out shows - 6,648 tickets.
* 1.98M Impressions
* 863K+ Reach
* 73K Clicks
And the revival of an art form that most people had written off from their weekend plans!
Circa: 2019