Aadyam Theater
Entertainment
Mumbai
2025
We teamed up with Hyperlink Brand Solutions Pvt. Ltd. and the powerhouse crew behind Aadyam Theatre, an Aditya Birla Group Initiative, to give the five plays of Season 7 their own distinct messaging and storytelling DNA.
Enter stage right
Aadyam had spent ten years and six seasons building a reputation for bringing world-class theatre to Indian audiences.
Narrator speaks
For Season 7, Hyperlink wanted each individual play to have its own strategic communication lens instead of being subsumed under the broader Aadyam brand so that when each play was announced and marketed, it could stand on its own merit rather than being framed as “Season 7, Play 3.”
We were brought in to shape:
The strategic communication direction for all five plays in Season 7
Distinct tonalities and storytelling angles for each production
Core content for ticketing pages, playbills, radio scripts, launch party script, and more
Briefing guides for social media teams
Collaborative development of each playbill alongside designers and the Hyperlink teams
The performance
The plays of Season 7 were all verrrrry different. There was one tender coming-of-age mystery, one dreamy tragic romance told from multiple perspectives , one dark Bollywood-y comedy about ego and deceit, a full-blown dance musical, and an absurd historical satire starring a horse (?!). Here’s how we approached it.
Get into each play’s universe: We read every script, spoke to production and creative teams, understood the director’s intentions and got under the skin of each play - to figure what Team Aadyam wanted audiences to feel with each one.
Create a comms framework: We built a broad communication strategy for each play - capturing the core emotion, tonality, narrative arc, and key marketing hooks for all communications teams to be aligned on how the play was marketed across channels. We also briefed the social media teams to align their creative thinking within this structure.
Create tentpole content: We wrote the main pieces audiences interact with first - ticketing-page copy, radio spots, synopses, support taglines, and inputs for trailers and teasers.These were the anchors for all downstream communication.
Structure playbill concepts: The playbills were where we could really have fun, and everyone on team Rough Paper and Hyperlink were most kicked about this part. With Hyperlink, we explored formats that added texture to the viewing experience. We explored formats like journals, letters, tabloids, and lyric books - each chosen because it made sense for the play. We then wrote the content to bring these concepts to life.
Collaboration with designers & Hyperlink: We worked hand-in-hand with designers to shape playbill structures, content flows, and experiments to get them in print and ready for the inaugural run of every play.
Exit stage left
Aadyam Season 7 closed with five clearly defined communication approaches, each shaped around the play’s intent and how it needed to reach audiences. They reached theatre aficionados of course, but also people who may not typically choose a play for their evening plans. The playbills sparked conversation, the social content was sharper, and several play runs were performed to sold out venues.
Hyperlink’s not-so-hyper feedback to us
Working with Rough Paper (Divya) on Aadyam Season 7 has been one of the most strategically effortless partnerships we’ve had. For a season where each play needed its own identity and communication lens, Divya and her team gave us the clarity, structure, and storytelling depth we needed. Her work on the playbills truly stood out where she treated each one as an extension of the performance, not just collateral... experimenting with formats and writing that added fun and meaning to the audience experience. The communication guidelines she set became our alignment tool across social, design and production. Divya brought imagination to the narrative of how we sell theatre in India. Thanks, Divya!
- Rhea Srivastava, Account Director - Culture IPs & Marketing
Curtain call!
Lead agency: Hyperlink Brand Solutions, with the team of Lendell Patel, Megan Fonseca, Sukriti Chopra, Rhea Srivastava, Uzair Shaikh, Ashwin, Krisha, Priyal, Kartik, Sahil, Revanshi, Anaghaa & Anushi doing crazy heavy lifting on everything.
Designers: Omkaar Deole for The Curious Incident of the Dog in the Night-Time | Aishwarya Khoche for Chandni Raatein, Saanp Seedhi, Mumbai Star | Kabir Verma + Anubhav Maharana for The Horse
Client: Aadyam Theatre, an Aditya Birla Group Initiative. Go follow Aadyam here.
Brief encore: A bunch of pics of the playbills because we're pretty kicked with how they came out
