HOWL to handle digital duties for Aditya Birla Group's Aadyam

HOWL will be responsible for all the creative, digital media and strategic planning for Aadyam, a theatre initiative managed by Oranjuice Entertainment.

Oranjuice Entertainment, a division of Fountainhead MKTG that manages Aadyam the Theatre IP initiative by the Aditya Birla Group has partnered with HOWL, the digital marketing agency, to expand and promote the brand’s presence on digital platforms.

The agency will be managing media buying, strategic and creative execution of organic and paid digital marketing requirements for the IP. This year, Aadyam has also launched its Digital Publication - TheatreInk

Rachna Panikker, General Manager Oranjuice Entertainment said, “As we navigate our way into the new normal, it is of prime importance that we adopt an omnichannel approach to engage with our audiences. Taking Theatre Online by streaming Play performances requires a paradigm shift in thinking while not disrupting the core essence of the art form itself."

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"Howl’s understanding of the category with insights on audience preferences and digital capabilities has assured us that they will help Aadyam build itself online as the Destination for all things Theatre and achieve the desired objective – Bringing Theatre to the People," she added.

Nabeel Merchant, Co-Founder and CEO of HOWL, said, “We are happy to be selected as the incumbent Creative and Digital Agency to handle the mandate for Aadyam. One of the key initiatives this year is to make Aadyam the default destination for all things Theatre."

He added, "This is being established via the creation of the Digital Destination ‘Theatre Ink’. Another key objective for the digital investment is to expand the market and bring in new audiences without isolating the community and the other fans to engage and watch the plays that will now be streamed online."