Mahindra Blues Festival

The Client

Founded in 1945 as a steel trading company, Mahindra entered automotive manufacturing in 1947 to bring the iconic Willys Jeep onto Indian roads. Over the years, the company has diversified into many new businesses in order to better meet the needs of their customers. Following the unique business model of creating empowered companies that enjoy the best of entrepreneurial independence and Group-wide synergies, Mahindra has grown into a US $16.5 billion multinational group with more than 2,00,000 employees in over 100 countries across the globe.

Over the years, Mahindra has always been a patron of art and culture, with initiatives such as Mahindra Excellence in Theatre Awards and Mahindra Sanatkada Lucknow Festival. Keeping in tune with this tradition, the Mahindra Blues Festival was held for the first time in 2011. Since its inception, the Mahindra Blues Festival has been instrumental in bringing down international Blues legends like Buddy Guy, John Lee Hooker Jr., Taj Mahal, and Walter Trout, among others, to Mumbai – fuelling a burgeoning interest in Blues music in the country. MBF has also become a great platform for Indian Blues bands to perform along with the best Blues musicians in the world. MBF was also nominated in 2014 for the ‘Keeping the Blues Alive’ award presented by the Blues Foundation of America.

The Problem

Unlike mainstream music genres in India, the Blues has a niche audience, but a dedicated one nonetheless. In order to engage this audience, a dominant social media presence was essential.

Initially, The Mahindra Blues Festival had a virtually non-existent online presence, with only 2,500 fans on Facebook. The festival page was restricted to event related news and event updates alone. With almost no audience engagement, there was no defining factor to set The Mahindra Blues Festival apart from other online Blues communities. This proved to be a major hindrance in Mahindra Blues path to be the ultimate online Blues community.

The Solution

In order for The Mahindra Blues Festival to have a commanding online presence, Fountainhead Digital took up the task of putting together a detailed content scope and a schedule that went beyond the festival itself.

The Blues is backed by a rich culture, a resource that had previously been untapped by Mahindra Blues on social media. Right from its emergence in the 1890s from the African-American melting pot, the Blues has always been more than just a genre of music. Funk, Soul, R&B, Rock and Gospel music, all find their roots in Blues heritage. Hence, to understand the factors that define the Blues, Fountainhead Digital began in-depth research. In order to enable the fans to have a holistic experience the task that lay ahead was to bring the essence of the Mississippi Delta to fans all over.

Through extensive research, we identified and explored an array of topics related to the Blues, right from history to Blues culture, from fashion to food and renowned to upcoming artists. This vast database enabled us to access a wide range of topics to generate maximum engagement. This curated information was then designed and continuously posted on various social media platforms, enabling us to understand the audiences’ reception towards this information.

The Features

The Mahindra Blues social media pages have proved to be a one-stop spot for all thing Blues. We regularly update their Facebook page and Twitter account with news and information about everything taking place in the world of Blues. Our content and posts cover international as well as Indian Blues artists, giving a platform for new and upcoming artists to interact with their fans. We also frequently run a number of contests and create opinion-based posts, which have significantly helped boost the number of followers.

The Result

Through targeted campaigns and relevant curated content, The Mahindra Blues soon became an authoritative presence on the Blues, with a following of over 2,00,000 fans on Facebook, subsequently making it the largest online Blues community. Through continuous online activities, fans are not only updated with the buzz in the world of Blues, but also actively participate in conversations on our social media platforms. With various posts that acknowledge artist’s achievements to asking the audience about their preferences in regard to Blues culture, there is a two-way flow of information. Similarly, on Twitter, with tweets being sent out in real-time to artists and fans alike, the buzz is constantly kept alive. This has enabled Mahindra Blues to achieve the status of a media platform for all things Blues.

Apart from campaigns and relevant content, The Mahindra Blues Festival continuously engaged the online audience through posts asking them about their opinions on the genre and its culture. Through contests such as ‘Bluest Moment of the Day’ and ‘Guitars of the World’, the buzz on The Mahindra Blues Festival social media platforms remains alive and constant.

During the festival, fans can stay in-tune with all the festival activities through live updates. Collaborating with artists enables the fans to gain access to exclusive content.

On-ground contest such as ‘Bluest Photo of the Day’ and ‘Blues Trivia’ not only allows fans to win goodies, but also gives them a chance to meet and interact with the artists at the festival. Apart from this, The Mahindra Blues Festival promotes and encourages homegrown Blues talent, keeping the genre live and kicking in India.

With over 2,00,000+ fans online, The Mahindra Blues Festival is now the largest online Blues community and the ultimate destination for all things Blues. Through active engagement all year round, the Blues fans eagerly look forward to what we have planned next.

The Highlights

  • Largest online Blues community in Asia
  • Ultimate source for Blues related information and updates
  • Buzzing with activity throughout the year
  • Providing fans with a holistic Blues experience, right from music to culture
  • A complete stand-alone online property
  • A world-wide fan base
  • A platform for international artists and fans to interact
  • Encouraging and supporting young and upcoming talent
  • Keeping the Blues spirit alive in India

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