Aditya Birla Group - Aadyam: Theatre For Bookworms
RESULTS: 9 Sold Out Shows | 7M + Impressions | 1M + Engagement |
RESULTS: 9 Sold Out Shows | 7M + Impressions | 1M + Engagement |
The Objective
To launch Aadyam's production of 'The Kite Runner' on Digital while ensuring we put bums in seats in theatres across Mumbai and Delhi.
The Observation
The book, The Kite Runner' and its writer, Khaled Hosseini, had a sizable cult fanbase of their own. People who hadn't read it would've come across the film adaptation.
The Rollout
Leveraging the clout of The Kite Runner, we invited the audience to 'Guess The Play' using the imagery as clues to generate a buzz. We targeted the existing fan bases by introducing each character with their most iconic lines. This was interspersed with trailers and posters that highlighted the themes of 'friendship' and 'family'. We 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 held the #HassanToMyAmir contest, where our audience uploaded a picture with their best friend and a special moment between them to win tickets for the show.
Radio & OOH helped amplify our message, while social media influencers were invited to review the Grand Opening through a long form video.
The Results
7,177,000+ Impressions
1,34,000+ Engagement
29,69,000+ Reach
9 Sold Out shows totaling 6,204 tickets
And the revival of an art form that most people had written off from their weekend plans!