Girish & The Chronicles were seven days out from a Mumbai show and sales were slow. Rock and metal is a narrow audience here, which is an advantage once you stop treating it as a problem.

So we went straight at it. Collaboration ads to reach the band's own fanbase rather than buy around it. Artist bytes, with the band reciting the scripts themselves to gain traction, fast. Existing coverage in Hindustan Times and Rolling Stone gave the show credibility we could amplify. Giveaways and collaborations with stakeholders and partners like Furtados and Tigerfire put it in front of Mumbai's musician community at no media cost.