Our Work | Fountainhead MKTG | Aadyam
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bulletsThe Aditya Birla Group (ABG) is deeply committed to growing the Indian art & culture community & wanted to bring about a meaningful difference in & encourage the growth of performing arts in the country


bulletsOur strategy was simply “MAKE ART ACCESSIBLE” for the producer & consumer

bulletsAADYAM was created as an ally to the Indian theatre scene to nurture Indian talent, provide a platform, enable innovation, enhance quality & take it to everyone


bulletsSeason 3 saw 2 original scripts, 2 languages (English & Hindi), 7 new plays, 7 production houses, 65 shows in 2 cities over 8 months creating a long-staying theatre movement unlike any other

bulletsInnovation was evident with new formats, production, venue selection & new audience experiences. G5A allowed us to place the audience in the middle of the performance area as a part of the play

Key HighlightsKey Highlights

bulletsWe executed a robust 360 degree media plan featuring print, outdoor, radio & digital with numbers that theatre in India had never seen before

bulletsAadyam has become India’s Largest Theatre Community

bulletsBrought revolutionary production design and a now-proven business model to theatre ensuring its scalability & growth all through experiential marketing