NCPA REOPENING
CAMPAIGN: #BACKONSTAGE
THE NATIONAL CENTRE FOR THE PERFORMING ARTS
Background: After a prolonged lockdown, the National Centre for the Performing Arts (NCPA) sought to reinvigorate its audience and reignite the joy of live events. The challenge was to create a campaign that would not only announce the reopening but also emphasize the unique experience of attending a live performance.
Objective: To craft a compelling reopening campaign that would attract audiences back to the NCPA, highlighting the excitement and emotional fulfillment of live events.
SERVICES
Campaign Design, OOH, Social Media
Our Approach:
Pavan Java Creative Agency collaborated with NCPA to design a multi-faceted campaign titled #BackOnStage. The campaign aimed to evoke the thrill of live performances and the lasting impact they leave on attendees.
CAMPAIGN CONCEPT
Creative Execution:
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Campaign Design: We developed visually striking designs that captured the essence of live performances, using vibrant colors and dynamic imagery to draw attention.
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Out-of-Home (OOH) Advertising: Strategically placed billboards and posters around the city to create widespread awareness.
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Social Media Management: Engaging content was created for platforms like Facebook, Instagram, and Twitter, encouraging users to share their experiences and spread the word.
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Event Promotion: Collaborative efforts with local influencers and media outlets to amplify the campaign's reach.
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On-site Advertising: Eye-catching displays and announcements at the NCPA premises to inform visitors about the reopening.
OUTDOOR ADVERTISING
ON-SITE ADVERTISING
SHOW ANNOUNCEMENT
PROVEN RESULTS
A cultural institution. A post-lockdown audience. One campaign to bring them back.
When NCPA needed to reopen after the pandemic lockdown, the brief was not just promotional — it was emotional. Audiences needed to be reminded why live performance was irreplaceable.
CHANNELS ACTIVATED
OOH · Print · Social · Digital · Onsite
UNIFIED CREATIVE VOICE
across every touchpoint
ORGANIC SHARES
community-driven amplification
What We Delivered
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OOH, Mumbai Mirror, BookMyShow, Facebook, Instagram, Twitter — single coordinated rollout.
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Social strategy turned the campaign into a community conversation, not a one-way broadcast.
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BookMyShow integration closed the loop between awareness and ticket conversion.
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Influencer amplification introduced NCPA to new, younger demographics.
Whether you manage a legacy institution or a commercial brand, every touchpoint must reinforce the same emotional narrative — and awareness must connect directly to the action you need.
