No existing audience. No brand recognition. A 55 day window.
And the pressure of two iconic names, BookMyShow and Mumbai Indians, watching closely.
We didn't build a content calendar – we built a content engine. Every piece of content was designed to either create anticipation, drive discovery, or capture the live experience as it unfolded in real time, on the ground. We led with reels because that's where attention lives. We spoke like the community, not like a brand. And when the players showed up, we made them the story.
Reels-first strategy. Community-first language. Staggered artist reveals. Player-led content. Real-time live coverage. A UGC amplification loop that kept the content alive long after the event ended.
