Case Study
BACARDÍ NH7 Weekender 2017

In August 2017, Flint was retained for a second year to promote the brand BACARDÍ NH7 Weekender, a hugely popular annual Indian multi-city music festival, now in its eighth year and run by Only Much Louder, India’s biggest artist management agency, concert production house, event management company and indie music label.  The festival is one of the largest music festivals in India, with an annual attendance of over 100,000 people across multiple venues, including Shillong, Pune, Kolkata, Bengaluru, Jaipur, Puducherry, Indore, Kochi, Goa and Mysore.

As well as promoting Only Much Louder as a leader in the music and entertainment field, the campaign executed by Flint focused on a series of lineup announcements, artists’ profiles and post event reviews across multiple media platforms. The 5-month campaign was aimed at a broad spectrum of press including mainline newspapers in the metropoles, regional and local papers in the smaller venues, specialist music publications and online portals. The combined coverage secured over 1.7 billion opportunities to view with over 350 pieces in publications including Rolling Stone, The Hindu, The New Indian Express Indulge, Elle, Vogue and Platform. The PR value earned from this campaign was INR 40,973,460 and it gave a return on the client investment of 51:1.

Image: © Maanas Singh

Case Studies