The play “Amar Photo Studio” was able to be proven to the world. Its journey from seed to the theatre piece it had remodeled into has been witnessed in the articles of the earlier weeks. “Amar Photo Studio” had loved an exquisite social media advertising and marketing marketing campaign. It was hailed as one in all it’s USPs and I really feel lucky to have witnessed the begin of social media pattern. The actors in the play have been extraordinarily common and have been a family title due to the TV sequence they have been part of. The sequence had ended lately and the actors had determined to work on this play. While they have been common individually, the viewers used to like them extra as a unit. So, it was very sensible of them to proceed working collectively. While we have been rehearsing, none of them put up something about the play on their social media handles. So, the undeniable fact that the beloved unit is engaged on one thing was stored a secret from the viewers, who have been trying ahead to seeing them once more. Once the date of the opening present was finalised, we determined to begin publicity. Traditionally, publicity of Marathi theatre is completed by way of the medium of newspaper. A photoshoot is organised a number of weeks earlier than the present. And there are two or three promoting businesses who specialise in designing adverts for performs. One of them will get a contract. An advert is put out round per week earlier than the present, normally on the previous Sunday, saying that this explicit play is coming quickly. And then commercial slots are booked in native dailies for 2 days earlier than each present. Generally, as the value of those ads stored rising yr on yr, it began turning into a burden to the producers. Especially for newbie theatre teams, commercial value takes up a large a part of the finances. But it must be achieved! For the previous few years, we began an experiment for our theatre group – Natak Company. We knew that the majority of our viewers was younger and on social media. We had generated a great quantity of visitors on our on-line pages too. Two to 3 group members, led by Gandhaar Sangoram, began taking an curiosity in social media advertising and marketing. They began designing inventive ads for social media and made full use of the present social media developments. We additionally shifted our ticketing on-line quite than the conventional ticket window. We observed that the majority of our reveals have been getting bought out on-line and sooner or later we determined to not put out an advert in the newspaper and see if it impacts our sale in any manner. It didn’t. And that simply signalled the arrival of a distinct time in publicity for us. In the case of this explicit play, virtually all actors had a sizeable social media following and we have been assured that phrase about this play will attain the viewers as soon as they add an announcement. But we considered doing one thing quirky earlier than beginning precise publicity. Since the play has a big ingredient of time journey and revolves round a photograph studio, one in all the group members urged placing up a passport measurement image of their childhood with the hashtag of “Amar Photo Studio”. Nothing else shall be talked about. Just the image and the hashtag. Everyone favored the thought and felt that it was a great teaser earlier than the precise commercial. It was determined that Amey Wagh will put up the first image after which all different actors will comply with go well with in the coming days, which is able to pique the curiosity of the viewers and we can have their consideration. Just as Amey was about to add his childhood passport measurement image, I do not forget that Gandhaar immediately stopped him. He gave a suggestion to tag three random individuals in the put up, urging them to place up a childhood passport measurement image of theirs. We all agreed and Amey posted his image and tagged three others who had a sizeable social media following with the hashtag of our play. The three mates additionally put their footage up graciously, together with the hashtag, they usually tagged three of their mates. By night, the pattern had caught up and everybody was talking about “Amar Photo Studio”, however nobody knew what it was! Everyone we knew needed to be tagged and needed to be part of it. Some who weren’t tagged simply put up their footage anyway! It was featured in the information and it was termed “Amar Photo Studio problem”. When we made the precise announcement, the play was already overvalued due to the social media marketing campaign. The undeniable fact that these actors have been coming collectively was a bonus! Traditionally, a play normally begins drawing viewers after twenty-five to thirty reveals and as soon as phrase spreads about it. We loved an amazing response from the first present itself! Not solely was the play a business hit, it additionally laid the basis of a social media administration firm for Gandhaar! Whenever I used to go to the theatre, the ticket checkers and different theatre workers used to inform me that they have been witnessing a change in the viewers demography. Never had they seen younger individuals in such massive numbers who’ve come to look at a play. It felt fantastic to have the ability to obtain this! Nipun Dharmadhikari is a storyteller and appears ahead to telling them on stage, in entrance of the digicam or in particular person.