Immediately after the official announcement of the collaboration of ‘Mehfil’ with Turiya Communications as the official digital partner, we got our team together for a brainstorming session. After a day or two of serious contemplation and deliberation, we devised a communication plan for the promotion of the event, covering all major social media platforms such as Facebook, Twitter, Instagram and LinkedIn. We were determined to provide the event with complete exposure and maximum footfall by utilising our two main tools for promotion – digital media and social media. Proper planning and execution was required to pull this off and our agency were determined to deliver just that.

1. Copyright 2019 Turiya Communications LLP All Rights Reserved.
DIGITAL
MARKETING
REPORT OF
MEHFIL

2. PANKAJ UDHAS AND
THE CITY OF JOY
 The City of Joy has always been entangled with
its love for music – whether it’s jazz, classical,
rock, pop or even soulful poetry in the form of
Ghazals.
 When it was announced that the Ghazal
Maestro Pankaj Udhas would be coming to
Kolkata for a ‘Mehfil’ of Ghazals on 21st
December 2019, the city became bustling with
fervour.
 The legendary Ghazal singer has been a
household name in our country. Such is his
contribution in the field of music that in 2006,
he was awarded the Padma Shree – the fourth
highest civilian award of our country.
Copyright 2019 Turiya Communications LLP All Rights Reserved.

3. BACKGROUND WORK
 Immediately after the official announcement of the collaboration of ‘Mehfil’
with Turiya Communications as the official digital partner, we got our team
together for a brainstorming session.
 After a day or two of serious contemplation and deliberation, we devised a
communication plan for the promotion of the event, covering all major social
media platforms such as Facebook, Twitter, Instagram and LinkedIn.
 We were determined to provide the event with complete exposure and
maximum footfall by utilising our two main tools for promotion – digital media
and social media.
 Proper planning and execution was required to pull this off and our agency
were determined to deliver just that.
Copyright 2019 Turiya Communications LLP All Rights Reserved.

4. COLLABORATION WITH
SHOWBOX
 To help us in achieving our goal of reaching maximum engagement and
footfall at the event, ‘ShowBox’ – one of the leading 24x7 music television
channels came on board and became the television partner of the event.
 Although they came in at the later stage of our promotional activities, but
they helped us to double our social media game.
 We worked hand-in-hand in the digital sphere and together, we made the
event a huge success.
Copyright 2019 Turiya Communications LLP All Rights Reserved.

5. THE DIGITAL PROCESS
Facebook - Our Top Choice For Online Promotion Plan
 Created official event Page
We created the official event page ‘Mehfil – A Pankaj Udhas Concert’ where we
posted event details, along with regular updates and promos to spread the news.
 Added the event in sponsors’ page and our official page
We added the event in the page of GreenTech Environ, which is the official
sponsor of the event. We also added it in our own page of Turiya Communication
as we are the digital partner of the event.
 Setting up the pages
We set up the pages by uploading event cover photo and videos. A ‘Book Now’
call to action button was added to all the pages where the booking website of
the event had been linked.
We also updated the description of the page, including the name of the event
and performer, venue, date, and time. Invites were also sent from all pages to
let everyone know and respond to the event.

6. THE DIGITAL PROCESS
 Creating content
We used both images and videos as the main tools to content promotion. Various
posters were created with the Ghazal Maestro Pankaj Udhas in the limelight,
along with various details of the event.
We ensured to include the image of the performer in the creatives as it creates
trust and reliability, attracts the audience, and also creates engagement.
 Making videos
We created eight full length (one to two minutes) and 5 short clips (around 30
seconds) to use as promotional videos. While the full length (1 min to 2 mins
duration) videos focused on the event announcement, time and venue details,
the short clips displayed some interesting trivia and achievement about the
Legendary Maestro Pankaj Udhas.

7. THE DIGITAL PROCESS
 Promotion of videos
ShowBox modified the videos that we had made for ‘Mehfil’, according to their
needs and uploaded them on their social media platforms. They also tagged our
handles as well as that of Green Tech, which was the official sponsor of the event
to get more engagement.
 Publishing schedule
We created a well-balanced posting schedule where we wanted to keep the
audience aware about the event and also make them talk about it. Every day, the
content was posted in different pages and platforms to keep the audience
hooked and interested.
ShowBox also posted content on a daily basis on their social media platforms to
gain more traction for the event.

8. THE DIGITAL PROCESS
 Ad campaigns
In our ad. campaigns in Facebook, Instagram and YouTube, we selected people of
age bracket 25 to 50, living in and around Kolkata (+25mi) who are interested in
music. We specified the duration of 3 to 5 days for every top content and
promoted them again and again to gain traction.
 Event Listings
Event listing is a great way to make an announcement about the event on social
media. We listed the event in major local, national and international event
listing pages to announce the details and spread the word about ‘Mehfil’.
 Other Social Media platforms
We also used Pinterest, Google My Business, Reddit, Sound Cloud to promote the
event. As for every platform, images, videos and audio were used for content,
which resulted in a 360 degree promotion of the event.

9. MERGING OF SOCIAL SCHEDULE
WITH CONTENT AND
EDITORIAL CALENDAR
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Countdown Posts

10. MERGING OF SOCIAL SCHEDULE
WITH CONTENT AND
EDITORIAL CALENDAR
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Social Media Contests

11. MERGING OF SOCIAL SCHEDULE
WITH CONTENT AND
EDITORIAL CALENDAR
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Testimonial Posts

12. RESULTS – FACEBOOK REPORTS
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Mehfil Page Turiya Communications Page
GreenTech Page

13. KEY LEARNINGS
Copyright 2019 Turiya Communications LLP All Rights Reserved.
Audience creation is
challenging
Promotion budget to be
utilised judiciously
It's confirmed now what digital
strategy works for musical
experience

14. OBSERVATIONS
Copyright 2019 Turiya Communications LLP All Rights Reserved.
Enjoyed the journey in last
thirty days
Real hand drawn learning
experience when started
experimenting actually had fun
learning
Penalised couple of times too
but our A/B testing approach
helped us to spread the word
digitally

15. THANKING ALL TEAM MEMBERS
OF
Monalisa Das
Saikat Roy
Abhi Karmakar
Rajdeep Bhattacharya
Aparup Pakhira
Sandhya Sutodia
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