BandarGround is an underground desi hip hop show that I'd organized in July 2024 at Akra, Lajpat Nagar, Delhi. It brought together rappers, producers, creators, and an audience that lives for movement, identity, and expression.
Media Partnerships
Social Calendar
Content Buckets
Copywriting
Visual Direction
On-ground Coverage
UGC Campaigns
Tone of Voice
To create hype, sell 130+ tickets, and build recall through integrated digital + on-ground communication.
While we were ironing out the final details and locking down artists and the venue, I started dropping these cryptic stories on Instagram and Whatsapp. Everytime someone DMed asking for details, they were let in on the secret and were bestowed with the honor of being a guardian. Now every time one of these cryptic stories dropped, their job was to hit repost, pass on the message to the next curious cat, and add them to insiders club.
Partnered with Premise and Inch, Delhi-based culture platforms, to amplify reach and credibility. Executed cross-platform content swaps, co-hosted media drops, and leveraged their audiences for coverage. Premise even gifted us this whole documentary.
Click here to view the full video
With our DMs flooding with fresh faces asking for a spot in the spotlight came the opportunity to make these faces walking ads for the show. We also had requests from visual artists looking to showcase their work on the show, so we decided to put up a softboard, inviting artists to pin up their art. The board ended up serving another interesting purpose: art people could take home :)
The desi hip-hop scene is always buzzing with beats and beefs, and we planned to ride the momentum. Right before our show, Seedhe Maut dropped their fiery diss tracks TT and Shutdown. With the internet burning, we used the moment to announce our show—plus a discount. Ticket sales shot through the roof :) Another big win came on the day India clinched the T20 World Cup by 7 runs—we sold out our 777-rupee duo passes instantly. Those two days made it clear: people were glued to our pages, ready to grab every discount we dropped.
BandarGround stories were always bubbling with memes that triggered emotions like pride, FOMO, and curiosity. The people had no choice but to screenshot and repost.
Tickets Sold
Revenue Generated
People Reached
