Aadyam Theatre

The Client

Aadyam is the Cultural Outreach initiative of the Aditya Birla Group – A US $41 billion (Rs. 2,50,000 crore) corporation with over 120,000 employees, belonging to 42 nationalities. The Group is a diversified conglomerate comprising of businesses in cement, aluminum, textiles and fibers, chemicals, financial services, retail, insulators, mining and metallurgy, carbon black, wind power, solar power and telecom.

The Objective

Our relationship with Aadyam started with it. The objective was to launch this bold initiative, get it spoken about in the community and drive ticket sales for the various plays.

‚ÄčThe Solution

We started off by designing an exceptional online identity for Aadyam in the form of a high quality website, which combined the flavours of Indian and International Theatre, with contemporary interface design, all in line with Aadyam’s brand identity. This ensured that Aadyam clearly put itself forward as ‘not just another niche theatre brand’.

The website launch was followed by a meticulous social media effort – covering theatre history (carefully crafted for the uninitiated), theatre memes, sneak peaks of recitals and dress rehearsals and of course live coverage of all the plays, all the while promoting partnerships (for example dining packages with Wow Tables) and driving traffic to ticket sales.

Recently, for the first time ever in the history of a Theatre movement, Aadyam launched Aadyam Spotlight – a customised destination for Aadyam loyalists who could earn points by attending plays and avail it for a whole lot of other and allied experiences. Fountainhead Digital designed the entire interface and user experience of Aadyam Spotlight to ensure user stickiness and conversion.

The Results

Through the combined efforts of Fountainhead Events MKTG and Fountainhead Digital MKTG, over 2 years, Aadyam has completely transformed Theatre in India, through a sound business model, innovative marketing (marketing plays like films), high value production and technology, targeted engagement with the Theatre Community and taking Theatre way beyond the smaller community of aficionados to compete with other mainstream entertainment options like cinema.

Aadyam has a buzzing online presence, with a loyal following which keeps in close touch with the latest plays, cast news and contributes with valuable feedback. The various partnerships that Aadyam is driving through Spotlight is taking the brand to where no theatre brand has gone before (we couldn’t help the reference)

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