We partnered with Shilpa Shankar for her pan-India Dhrupad concert tour, with the objective of building widespread awareness, driving ticket sales, and positioning her as a leading voice in the global classical music space.

The Challenge

Dhrupad, being a niche and traditional form of Indian classical music, required a thoughtful balance between cultural authenticity and modern marketing. The challenge was to make the tour accessible and appealing to a wider, younger audience while maintaining its artistic integrity—and to ensure strong attendance across multiple cities.

Our Approach

At Meraqi, we designed a 360° marketing strategy that blended digital reach with cultural credibility.
Leveraged social media and digital marketing to build anticipation and engagement
Developed compelling visual narratives to make classical music more approachable
Integrated traditional PR and media outreach for credibility and scale
Built strategic partnerships with cultural organizations and media platforms
Focused on storytelling that highlighted both heritage and contemporary relevance

Execution

We brought the campaign to life through a mix of creative and strategic initiatives.
Designed captivating promotional materials aligned with the essence of Dhrupad
Created engaging social media content including performance snippets, artist insights, and tour updates
Executed targeted digital campaigns to drive awareness and ticket sales
Secured media features and coverage through PR outreach
Collaborated with cultural institutions and communities to expand reach and credibility

Results

Achieved sold-out shows across multiple cities
Generated strong media coverage and critical acclaim
Expanded audience reach beyond traditional classical music listeners
Significantly boosted brand recognition and global visibility for the artist
Established a scalable model for marketing classical music in a modern context

By blending cultural sensitivity with strategic marketing, Meraqi successfully transformed the Dhrupad tour into a widely celebrated event. The campaign not only drove tangible results in terms of attendance and visibility but also contributed to positioning Shilpa Shankar on a larger global stage.