Mahindra I-Rock
INDUSTRY
Music
India’s oldest, largest and loudest rock festival, Independence Rock, was reborn as Mahindra Independence Rock (I-Rock) for its 28th edition in 2022 after a nine-year hiatus.
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QUESTION
How did we revive the Indian rock legacy after a 9-year hiatus and transform Mahindra Independence Rock into a cultural movement?
Challenge
Craft a compelling narrative around Mahindra Independence Rock as a pioneering force to platform indie-rock while invoking a sense of nostalgia for its previous editions.
Solution
Adopt a strategic communication plan to revitalise the audiences’ interest in the genre and, in turn, the festival by curating engaging content.
APPROACH
A multi-directional approach which engages several media opportunities to gain traction, piquing the interest of the audience.
#1
Secured interviews with spokespeople and artists to foster solid media connections
#2
Ideated engaging social media collaborations to enhance digital outreach
#3
Targeted announcement press releases with secured wire flashes
IMPACT
The campaign was successful in generating awareness and excitement amongst the rock fans while laying the groundwork for next year’s edition of the festival.
170 +
Coverages
57 MN. +
Readership
19 MN. +
PR Value
COVERAGE HIGHLIGHTS
Achieving the extraordinary
Rolling Stone Magazine
Mid-Day
Hindustan Times - HT Brunch
Hindustan Times - HT City
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