Mahindra Independence Rock
Conceptualising the digital communications strategy for India’s oldest rock festival that was set to make a comeback after a long hiatus.
Independence Rock was born in 1986 out of the authentic rock ‘n roll attitude of rebellion, continued as a yearly festival, and it turned into India’s biggest showcase of rock music. It gave established bands and upcoming ones a stage and legions of fans to play to until 2013, and now it was being revived. We were brought on board as digital strategy and content partners to help it create the maximum impact.
We worked closely with Hyperlink Solutions to define an identity for the festival in a scene that was now crowded with music festivals of all genres and sizes. We created its byline, positioning, tone of voice, its launch plan, and sustenance outline. We worked closely with the festival’s social media team to define content buckets for varied audiences, tone of voice, and engagement activities. We also wrote key content for the website and Insider ticketing page, as well as the scripts for launch, band hunt announcement, and sponsor call-outs.
The result were all sorts of rockin’:
- An excited and engaged audience that was nostalgic for the good ol’ days of I-Rock AND excited about the new legacy it was creating
- A sold-out festival
- Two incredible days of headbanging and bonding over music