NDTV Fund Raising Event for KISS with Sonu Nigam

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NDTV Fund Raising Event for KISS with Sonu Nigam

[vc_row][vc_column][vc_column_text]Event: Sonu Nigam LIVE Concert

Venue: Labh Ganga Garden, Indore

Area of engagement: In and around Indore

Sponsor: NDTV

Campaign Duration: 22 Days


Media deployed: Print Ads, Video, Radio, Hoarding, Standees, Posters, Table Tops, Autos, Social media, Paper Inserts,




NDTV in association with KISS (Kalinga Institute of Social Sciences) under a charity initiative – Shiksha ki Ore wanted to organize a fund raising event for the education of underprivileged tribal children. A LIVE IN Concert was thus ideated. Sonu Nigam along with DJ Anshul Groove and singer Anusha Mani supported the cause by performing at the concert. To manifest it into a huge success and register maximum ticket sales, an effective marketing campaign was needed. The brief instilled emphasis on creating hype about the event amongst the public and also curate a memorable experience for the concert goers.

Amply Events, a division of Ascent Brand Communications Pvt. Ltd. took this task with great fervor and ideated a multimedia promotional campaign that effectively ran for 22 days.




With a holistic planning, pre-promotion began one month prior to the concert. The pre-promotional plan was a mix of Above The Line, Below The Line, print, radio and social media marketing. These tools were integrated together to augment the whole effort.

A 360 degree digital plan was formulated that encompassed various platforms like Facebook, Youtube, and Twitter. Tailor made event profile was created for each platform to track the attention of more and more people.




A task of this scale came with even bigger challenges. The major challenge before us was the management of promotions in just 22 days.  On top of it, it was urging people to go for tickets as it was one of its kind public events in the town with tickets where ticketing events are exception in the city.

Nevertheless, Amplify team made a way out to tackle the issues in hand through innovative approach.





The pre-publicity started with a high buzz multimedia campaign with Dainik Bhaskar and MyFM associated as print and radio partners, respectively. The multimedia campaign was formulated as a mix of print, radio, social media marketing, ATL & BTL support with high decibel amplification.


ATL Marketing


BTL Postering


The pre-publicity for the concert began in November with 20 hoardings placed across strategic locations in Indore. In addition, a fleet of 1000 autos was deployed to carry the message across, while posters were placed across the city at major youth centric points like colleges, canteens, and youth joints. Newspaper inserts across the city further augmented these efforts. We also placed table tops at major restaurants in the city. As it was a ticket based concert, the placement of ticket sales counters across strategic locations in Indore eased the purchase of tickets.


BTL Newspaper Inserts


BTL Table Tops


Dainik Bhaskar Ad

Through social media pages, we came up with event and paid campaigns in facebook and gave preference to hindi content for a traction among mass. We came up with various engagement ideas like Selfie with Sonu Nigam, Spot the promotion contest, Daily Lucky winner etc. The idea was to create buzz amongst the public through engaging posts and event updates.


Social Media Marketing






Google Adwords


Once enough audience was gathered, we instigated them by various posts like ‘hurry up few tickets available’, ‘join social cause of education to tribal children’, sharing posts of preparation of event and asking them to share pics of poster of Sonu Nigam event seen in the town.


Setting the Set:

The humungous task of erecting the concert venue was taken care by the team of 200 people. The massive setup that included stage, backstage, sound & light, tentage, fabrication and seating lounge was completed in a very short time span.



For  48 hours straight, the team worked to bring the massive structure to life. Our in-house team left no stone unturned to transform Labh Ganga Garden into an international event venue.


The big numbers:

During the entire promotional campaign that ran for 22 days, we registered great response and engagement.

The social media marketing campaign sensitized more than 10 lacs people about the event. A mix of Facebook, YouTube, Twitter and Google Adwords was used to enhance the event reach through social media channels. The online activity created a huge response and 3.3k people had shown interest in attending the concert.


The Big Day:

The true test for any pre-promotional activity’s effectiveness is event day itself. We were as excited as the concert goers to see the effect of our endeavours.


The mark of the success of our promotional efforts were the huge turn over of audience that came in numbers to witness Sonu Nigam perform and eventually support the social cause of education of tribal children. Over 40,000 people were present at the concert.


The collaborative efforts by the whole team to create the buzz about the event coupled with set designing team helped create a cherish-able experience for all.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][image_carousel images=”14637,14636,14635,14634,14633,14632,14631,14630,14629,14628,14627″ click_action=”light_box” autoplay=”true”][/vc_column][/vc_row]

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