In a bold move to modernise the landscape of Indian classical music, HCL Concerts has teamed up with DViO Digital to amplify their digital presence with an innovative strategy focused on engaging content and contemporary formats to showcase the rich heritage of classical music, inviting millions of new fans to experience the enchanting world of ragas and rhythms.
This synergy of tradition and innovation has demonstrated that classical music can resonate powerfully in today’s digital landscape.
As part of the campaign, DViO has not only revitalised the online experience for HCL Concerts but also orchestrated vibrant physical concerts that captivated audiences.
That being said, in 2023 alone, more than 20,000 attendees flocked to HCL Concerts’ live events, illustrating the potential of classical music to thrive in dynamic venues.
Since then, DViO’s expert marketing strategies and targeted ad campaigns have transformed concert halls into lively hubs of cultural exchange, showcasing the enduring appeal of classical music in a modern context.
Therefore, this Carnatic Quest competition is another triumph for DViO in placing HCL Concerts firmly in the psyche of budding artists for it crafted a campaign that not only stirred excitement and anticipation, but invited a wave of rising stars into the limelight.
With 150 unique assets, the competition reached a staggering 4.4 million people and generated over 683K+ engagements, from participants and viewers of Carnatic Music alike.
Furthermore, because GenZ is another demographic that HCL Concerts wanted to target apart from artists, the association led to the formation of The Great Indian Classical Podcast with vocalist Nirali Kartik, featuring candid chats with musical icons, packaged in a way that’s both fun and enlightening. That being said, with over 10.7 million people tuning in and 1.7 million views, just 5 episodes in, the series created a huge fan base with DViO’s help.
And now that there are loyal users, they need to be treated too, hence to improve user experience and improve brand image, DViO also revamped the HCL Concerts’ website, creating a user-friendly experience that makes exploring classical music feel effortless and the new design flows as smooth as a raga, inviting both seasoned aficionados and curious newcomers to dive in.
Concludingly, DViO Digital also helped HCL Concerts achieve their goal of turning Indian classical music, which is no longer confined to intimate gatherings or niche listeners, into a modern sensation, making it reach millions, sparking curiosity, and stirring souls.
Commenting on the association, Anshul Adhikari, Deputy General Manager, HCL and Shiv Nadar Foundation, said, “DViO Digital has been the perfect symbiotic partner for HCL Concerts to drive our vision in the world of Indian classical music. Their innovative strategies, digital media engagement and dedication to our cause have helped HCL Concerts reach new heights, making captivating classical music and dance forms accessible to a wider audience.”
To this, Sowmya Iyer, Founder and CEO, DViO, added, “At DViO, we believe in the power of blending tradition with innovation, and our collaboration with HCL Concerts is a testament to that. By leveraging digital platforms, creative storytelling, and immersive experiences, we’ve brought the timeless beauty of Indian classical music into the contemporary world. It’s incredibly rewarding to see how technology can bridge generations and invite new audiences to experience the magic of this rich cultural heritage, while also ensuring it thrives in the digital age.”
“In today’s age of rapid modernization, we at HCL feel it’s imperative to connect Gen Z with the rich heritage of Indian classical performing arts. DViO has played a pivotal role in this mission. Through captivating content and innovative strategies, DViO consistently pushes the boundaries of creativity, ensuring that the essence of our cultural roots remains vibrant and accessible to the younger generation, with HCL Concerts at the forefront of this journey,” opined, Nikhil Soni, Group Manager, HCL and Shiv Nadar Foundation.
