Sid Sriram partnered with Fat Angel for his first-ever large-scale, multi-city India tour across Bengaluru, Chennai, and Hyderabad. While Sid’s music enjoyed immense popularity, this marked his transition into a commercially scaled live touring experience requiring more than a standard concert announcement. The challenge was to humanise Sid beyond his recordings, build emotional connection across culturally distinct cities, and create sustained momentum over an extended campaign period. At the same time, Fat Angel needed to be positioned as a culturally driven live entertainment promoter capable of building long-term artist narratives, not just single-event visibility.
Our Approach
We executed a phased, story-first PR strategy combining national visibility with hyperlocal relevance. The campaign focused on humanising Sid through long-form storytelling, regional credibility, and digital-first engagement while positioning Fat Angel as a serious force in culturally led live entertainment.
The strategy blended print, regional media, online platforms, podcasts, and influencer storytelling, supported by city-specific activations to balance mass reach with local resonance.
The Impact
From Recording Artist to Live Performance Icon
The campaign successfully transitioned Sid Sriram from a celebrated recording artist into a compelling live performance icon, while firmly positioning Fat Angel as a culturally driven leader in live entertainment. By shaping the tour around narrative, scale, and audience connection, the campaign elevated live performance as a defining pillar of Sid’s artistic identity.
The tour generated widespread national and regional visibility, with over 450 media features across print, digital, social, and podcast platforms. City-specific activations played a critical role in building local relevance, driving sustained anticipation and deep audience engagement. Beyond reach and impressions, the campaign strengthened Sid’s personal bond with fans and positioned the tour as a landmark moment in India’s evolving live music landscape, setting the stage for future large-scale, narrative-led touring campaigns.
Total Print Readership
Total Podcast Views
Media Features Nationwide
