The document outlines a social media strategy for Bollywood Music Project (BMP) music festival. The objectives are to establish BMP as the music festival destination and engage the target audience of young professionals aged 25-45 interested in music, experiences and live performances. The strategy includes creating awareness through videos and artist announcements on Facebook, Twitter and Instagram. Engagement activities like contests and hashtags are planned along with event coverage. A calendar schedules the content and promotions over July to October leading up to the festival dates.

2. Social Media Strategy
Presentation

3. Implementing a social media strategy
across relevant platforms,
to get traction amidst the target audience.
THE BRIEF

4. OBJECTIVES
MARKETING
OBJECTIVE
CREATIVE NEED
Establishing BMP as a music
festival.
Engage with the relevant
target audience & generate
interest.
Building a community & not
just online!
Generate conversations,
eventually leading to
conversions

5. TARGET
GROUP

6. TG UNIVERSE
• While these events are open for all, they are usually targeted towards young
professionals between the age group of 25 to 45 years
• There is something for each & everyone in these festivals, if not there should be.
• Trends: TG is looking for experiences, rather than just an event.
• They go for what they have heard & trust, But when they are there, they look for
that unexpected surprise which they haven’t heard or didn’t know before.
• The market does respond a lot more to international names, but there’s also a
niche audience that responds better to the kind of music you play rather than the
names you have on the roster

7. UNDERSTANDING THE TG
Aspects that lead to attending a festival
Music Artists Lineup Pricing Calendar Proximity

8. Access to music
• Youtube
• Saavn
• Gaana
• Raaga
• Soundcloud
• Facebook/Twitter.
Sharing of music
•Whatsapp
•Facebook/Messenger
•Twitter
•Friendlist synchronized in
different music portals.
DIGITAL BEHAVIOUR

9. • Travels across country & sometimes out of it for similar
experiences
• Always on the lookout for events of their favorite singer/musician
• Attends music festivals depending on the genre.
OFFLINE BEHAVIOUR

10. 69511 likes
1201 followers
922 followers
467491 likes
427K followers
674478 likes
437K followers
12.5K followers
COMPETITOR ANALYSIS
Bollywood Music
Project
Bacardi NH7
Weekender
Enchanted Valley
Carnival
10.7K followers

11. BRAND PAIN POINTS – Our
Perspective
IP has always been promoted based on their artist lineups rather than establishing
it as a brand.
Social media pages are active only for the small duration when the event happens.
Pages are dormant for rest of the year.
Since BMP is just two seasons old, there is still a scope to change the
perception, provided we work in right direction.

12. To establish ‘Bollywood Music Project’ as ‘the’ music festival & a destination for all
bollywood music lovers.
TASK AT HAND

13. Bollywood is a feeling, it’s something that we have grown up with & lived.
No matter what our music tastes are, we always have our special moves when
Bollywood is played in the house.
It’s more like ‘rag rag me Bollywood’
Hence, the idea…
THOUGHT TRIGGER

14. #BSayBollywood

15. PLATFORMS
Facebook Twitter Instagram
Snapchat YouTube

16. STRATEGY

17. BMP
#BSayBollywood
Facebook/Twitte
r
How Big is
BMP in
2017!
Experienc
e Video
Artist
Launch
#DekhoWo
hAagaya
Voice
Hunt
Video
launch
Voice Hunt
Social
Promotion
BMP
content
pegs
Contest
Activity
Content Mix
Topical Days
Live event
coverage
Artist interviews

18. How Big is BMP this year!
• Here we will have major throwback from last year’s festival to what this year has to
offer
• Followed by an experience video
• Content around #BSayBollywood with a Bollywood approach
• We launch an original anthem for BMP using words which are popularly used in
Bollywood

19. Experience Video
A montage of the place (famous aspects of the city) where the event is going to be
held, people (of the city and those visiting the event), the location of the venue and
artists who will be performing at the event.
Ref Link: https://www.youtube.com/watch?v=iI4QaYeUTAY
A video with the same feel but grand.

20. Artist Announcement: #DekhoWohAagaya
• We will begin with a teaser where we will have interesting trivia around the artists
who are performing at BMP
• Followed by revealing the respective artist
• After a point, the artist themselves will interact with co-artist who will be performing
at BMP

21. SAMPLE TEASER TWEETS

22. Activity : #YehGaanaKiskaHai
• Here we will have a blank screen with karaoke at the background
• The karaoke will feature BMP’s artists and the audience will have to guess the
singer of the respective song

23. Activity cum promotion: Musical.ly
• Here we will ask our audience to record a song with Musical.ly as a shout-out to
their favourite artist
• Users can share their recordings by tagging @BMP to win passes
• This will help us to promote BMP as well as the artist performing at BMP
• The entries will be limited to BMP artist’s songs. Lucky winners will get a chance to
record a video with their favourite artist

24. CONTENT PEGS:
#OffStage #PassAaJao #BollywoodKiBoli
#HamareGayak #OfTheWeek

25. Post copy: And you thought
Bollywood music was easy!
Image copy: #DidYouKnow
Aditya Chopra rejected 24
verses of 'Mere Khwaboon
Mein Jo Aaye' by Anand
Bakshi before approving
the final one.
#OffStage

26. Post copy:
Tera dhyan kidhar hai,
tera pass idhar hai!
Image copy: Book your BMP
pass now!
#PassAaJao

27. Update copy: Can you guess
which movie song is this?
Image copy:
“Muje chod do mere haal pe,
zinda hu yaar kafi hai”
#BollywoodKiBoli

28. #Memes
#SongConversations
#LiveEvents
#ContestActivity
OTHER CONTENT PEGS:

29. • Here we will launch the voice hunt activity with a launch video, it will give us
a good reach
• There will be at least 3 posts per week that will provide information about
the auditions and ask our audience to take the initiative of participating.
#PrepareForGlory

30. Video script
Video Audio
The film opens with an aerial view on a busy street where we see each individual
doing various activities.
Murmuring, street sound, cars honking, Random chaos, etc.
The camera pans in and follows one of the men who is talking on his cell phone,
rushing somewhere in a hurry.
A random corporate conversation on the phone.
This man accidentally collides with another man and they both drop their cell
phones.
All goes mute followed by an intense background music
Both look at each other dramatically and begin a heated conversation. P: Bhai dekh k chal na, andha hai kya?
M: Tu dekh k chal, tu janta nai mein kon hu.
P: Rukh abbhi mere logo ko bulata hu!
M: Haa bulana, mein bhi bulata hu.
As they make the call, we see a massive mob forming behind both the men. It looks
very intense as the ‘battle of mobsters’ is about to begin
Dramatic music

31. As they are all set to take on the battle, we see a guy walking up to both the protagonists
and give each of them a mic and leaves.
Meanwhile the crowd who is there to witness the drama is ready with their cell phones
with recording mode on.
Mic man: Yeh lo, shuru ho jao.
One of the protagonists starts singing a Bollywood number and we see his mob dancing
and enjoying behind him. Lights flashing, it turns out to be a on-road-disco.
After his small performance, he drops the mic in swag and looks at his rival and asks him
to sing.
Sings a hit Bollywood number
As soon as the rival starts singing, one fellow from the crowd uploads the video on
BMP’s website.
Other singer sings
Out of nowhere we see a car branded with BMP takes an entry in as dramatic way as
possible.
Exciting music builds up
The car kidnaps the protagonist, takes him away and throws him at one of the BMP
stages.
Making him performing against a massive crowd.
BMP call to action

32. Here we will ask our audience to pick up any Bollywood song and incorporate
the word ‘pass’ in it.
The best ones will get a chance to win BMP passes
Activity : #PassItOn

33. Post copy: Bollywood Music Project is coming to Mumbai.
Tell us who is your #BollywoodBuddy and how do you guys share a Bollywood
bond!
Tag your #BollywoodBuddy
Activity: #BollywoodBuddy

34. • Here we will have various emojis merging together to form a Bollywood
song
• Users will have to guess the respective song and write their answers in the
comments
• The most consistent participant win a BMP pass
Engagement: #AjiOjiEmoji

35. • We will ask our audience questions that only a #JabraFan can answer
• The most consistent winner will win BMP passes
Engagement: #JabraFan

36. • Here we will have a song in the following format
Ladki beautiful kar gayi ______!
• Users will have to fill in the blank with the correct word
Engagement: #FillInTheSong

37. • Here we will ask our users to write a message for their favourite artist in the
comments
• The best message will stand a chance to win BMP passes
Engagement: #MeraFavouriteArtist

38. CONTENT PLATFORMS
FACEBOOK TWITTER INSTAGRAM
Awareness,
Engagement & Lead
Generation for passes,
Live Coverage
Influencers Led
Activities &
Engagement Activities
Lead Generation, Artist
and Event Promotion,
Live Stories
- Planned Content
Strategy
- Interactive Posts
- Activities
- Memes
- Viral Content
- Participate through
relevant hash-tags
in related
conversations
- Run influencer led
activities
- Engagement
Activities
- Event Promotion
- Artist Promotion
- Stories

39. CALENDAR
Week 1 Week 2 Week 3 Week 4
July BMP teaser
(Throwback)
How Big is BMP this year Experience Video #DekhoWohAagaya
Artist Promotion
August Artist Promotion &
Activity
Anthem Promotion Content pegs and
BMP promotion
Musically Activity
September Audition Video and
Audition Promotion
Audition Promotion & Pass
Activity
Artist Promotion and
pass promotion
Event Countdown
October Pass and Artist
promotion
Event Coverage and Event
Update
Past Event Videos Audition Promotion

40. DAYS TO BE COVERED
• 2nd July- I Forgot Day
• 20th July – World Jump Day
• 26th July- One Voice Day
• 29th July – Rain Day
• 6th August – Friendship Day
• 15th August – Independence Day
• 8th September – Actor’s Day
• 21st September – International Day of Peace
• 29th September – World Heart Day
• 1st October- CD player Day
• 23rd October – IPod Day