Ultimately, the anticipation and long holdup are over, as BookMyShow reveals its great colourful secret yet. To build curiosity amongst audiences, build a touchpoint for audience attention and reel in their curiosity before the festival is officially declared in India, BookMyShow launched a curiosity-driven campaign that functioned as an antecedent to the entertainment firm fetching one of the largest, most distinct, multi-genre music festivals ‘Lollapalooza’ to Mumbai, India, commemorating the iconic festival’s debut in Asia.
Lollapalooza India will be a two-day musical extravaganza held in the soul of Mumbai on January 28th-29th, 2023. BookMyShow, India’s leading entertainment destination will spearhead Lollapalooza India as the promoter and co-producer for the festival’s Indian edition along with global producers, Perry Farrell, WME and C3 Present.
Billboards with vibrant colours, visuals, puzzles, and clues were used across the city to pique the audiences’ interest in the festival. The campaign involved strategic placements of a mixture of these four elements across high-traction locations across Mumbai encompassing Worli, Mahim, Bandra, Juhu, Santacruz, as also through the Western Express Highway inviting Mumbaikars to slip on their reasoning caps and analyze the many hints plunged across the city for something cool, large-scale and never-seen-before in India.
With numerous Mumbaikars grabbing these billboards and publishing them on digital media, attempting to unravel what these meant and what was coming, the campaign took off in full force on social media with the conversation and curiosity building steadily. Lollapalooza India’s pre-buzz campaign peaked when BookMyShow used the importance of its digital and social media strength, posting not just cryptic hoardings across the city, but moreover its entire social media page ‘taken over’ thus sketching a picture of Mumbai that users had never seen before.
Along with Lollapalooza’s India and Asia debut, Ashish Hemrajani, Founder & CEO, BookMyShow, announced, “Lollapalooza is not simply a multi-genre music festival, but an alternative music experience, possessing driven an entire generation of alternative rock music and grunge movement into mainstream sound.
“Some of the greatest names like ‘Pearl Jam’, ‘Red Hot Chili Peppers’, ‘Nine Inch Nails, ‘Rage Against the Machine’ that were carried to the world stage through their early accomplishments at Lollapalooza, went on to make history.
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