Synergy of tradition and innovation demonstrates that classical music can resonate powerfully in today’s digital landscape
Mumbai: In a bold move to modernize the landscape of Indian classical music, HCL Concerts has teamed up with DViO Digital to amplify their digital presence. With an innovative strategy focused on engaging content and contemporary formats, HCL Concerts and DViO have successfully showcased the rich heritage of classical music, inviting millions of new fans to experience the enchanting world of ragas and rhythms. This synergy of tradition and innovation has demonstrated that classical music can resonate powerfully in today’s digital landscape.
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“DViO Digital has been the perfect symbiotic partner for HCL Concerts to drive our vision in the world of Indian classical music. Their innovative strategies, digital media engagement and dedication to our cause have helped HCL Concerts reach new heights, making captivating classical music and dance forms accessible to a wider audience,” remarks Anshul Adhikari, Deputy General Manager, HCL and Shiv Nadar Foundation.
Speaking about the campaign, Sowmya Iyer, Founder & CEO, DViO, said, “At DViO, we believe in the power of blending tradition with innovation, and our collaboration with HCL Concerts is a testament to that. By leveraging digital platforms, creative storytelling, and immersive experiences, we’ve brought the timeless beauty of Indian classical music into the contemporary world. It’s incredibly rewarding to see how technology can bridge generations and invite new audiences to experience the magic of this rich cultural heritage, while also ensuring it thrives in the digital age.”
Not only has DViO revitalized the online experience, but they have also orchestrated vibrant physical concerts that have captivated audiences. In 2023 alone, more than 20,000 attendees flocked to HCL Concerts’ live events, illustrating the potential of classical music to thrive in dynamic venues. DViO’s expert marketing strategies and targeted ad campaigns have transformed concert halls into lively hubs of cultural exchange, showcasing the enduring appeal of classical music in a modern context.
The Carnatic Quest competition was another triumph in placing HCL Concerts firmly in the psyche of budding artists. DViO crafted a campaign that stirred excitement and anticipation, inviting a wave of rising stars into the limelight. With 150 unique assets, they reached a staggering 4.4 million people and generated over 683K+ engagements, from participants and viewers of Carnatic Music alike.
Artists aside, GenZ is another demographic that HCL Concerts wanted to target, leading to the formation of The Great Indian Classical Podcast with vocalist Nirali Kartik. This engaging series features candid chats with musical icons, packaged in a way that’s both fun and enlightening. DViO was the juggernaut behind popularizing this venture. With over 10.7 million people tuning in and 1.7 million views, just 5 episodes in, the series has already succeeded in creating a huge fan base.
“In today’s age of rapid modernization, we at HCL feel it’s imperative to connect Gen Z with the rich heritage of Indian classical performing arts. DViO has played a pivotal role in this mission. Through captivating content and innovative strategies, DViO consistently pushes the boundaries of creativity, ensuring that the essence of our cultural roots remains vibrant and accessible to the younger generation, with HCL Concerts at the forefront of this journey,” says Nikhil Soni, Group Manager, HCL and Shiv Nadar Foundation.
Now that there are loyal users, they need to be treated too. To improve user experience and improve brand image, DViO revamped the HCL Concerts website, creating a user-friendly experience that makes exploring classical music feel effortless. The new design flows as smoothly as a raga, inviting both seasoned aficionados and curious newcomers to dive in.
DViO Digital has helped HCL Concerts achieve their goal of turning Indian classical music into a modern sensation. Indian classical music is no longer confined to intimate gatherings or niche listeners—it’s reaching millions, sparking curiosity, and stirring souls. And at the heart of this transformation is DViO, a partner in every sense, ensuring that the music never stops, and the audience only grows.